Last summer, MIT Sloan Management Review published a research study about the lack of consumer trust in the market place. Among other things, the study examined why trustees are so wary when it comes to online providers. The study is worth a read—our reasons for feeling wary are well earned. In this article, though, we thought it would be useful to teach consumers how to figure out for themselves whether or not a company is actually trustworthy—especially since, ironically, so much trust can be faked! As someone who will likely have to consider outsourcing some (or maybe even most) of...
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