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In this study, we trace the origins and development of attitudes of trust and distrust toward Russian entrepreneurial ventures. Drawing on the results of an in-depth comparative case analysis, we examine the patterns of cognition-based and affect-based trust-building efforts in Russian entrepreneurial companies and reflect on the outcomes of these efforts at various stages of the firms' life cycle. We demonstrate that trust-enhancing attempts undertaken by Russian entrepreneurial ventures can lead to a sense of trust or distrust toward entrepreneurial projects, depending upon the firms' initial resource endowment. We also show that trust can substitute for the lack of entrepreneurial resources available to nascent businesses in a transitioning environment. In addition, we present a novel evolutionary framework for the affect-based trusting attitudes.Managerial Summary: Entrepreneurial firms need to develop trust toward their business projects, particularly among their customers and employees. This is especially important when entrepreneurial ventures strive to achieve their objectives in transitioning economies, which often exhibit hostility and disbelief toward entrepreneurial initiatives. We examine the development of trust and distrust in two Russian entrepreneurial companies working in the private educational sector. We show that entrepreneurial ventures create very different types of trusting and distrusting

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