“…Firms in emerging markets generally prefer to avoid engaging in corruption, knowing that if they act corruptly, they damage their brand, alienate customers, and lose the support of their local communities (Schaefer & Schaefer, 2008). Emerging market firms instead want to achieve competitive advantages by building resources and capabilities, such as competitive pricing, innovation, distribution expertise, and by creating loyal, trusting, and trustworthy staff (Brenes, Haar, & Requena, 2009;Haar & Price, 2008). We argue that this last resource, the level of trust in the firm held by its staff, is a valuable capability.…”