“…Supply chain actors have long understood the value of trust in businessto-business and business-to-customer relationships. Customers consider trust, risk, and reputation when making a supply chain purchase, and when supply chain connections fail, many firms blame trust [36,40]. As an informal relationship construct, trust along with commitment can support the three market orientation constructs: responsiveness (by encouraging actors to invest time, energy, and resources in the value chain), intelligence generation (through their contribution to relationship quality and related information exchange), and intelligence communication (by enhancing actors' willingness to share information) [41].…”