BUILDING TRUST AMONG THE CLIENTS OF CLOUD COMPUTING INDUSTRY. CASE STUDY OF TRELLO, INC.
DOI:
https://doi.org/10.12775/JPM.2016.007Keywords
client trust, trust management, cloud computing, electronic service, software as a serviceAbstract
Purpose: The main objective of this paper is to identify proper practices for building clients’ trust by Trello, Inc., aimed to convince potential clients of their cloud-based services.
Approach: In this paper, the case study of Trello, Inc. is used to analyze the case data, aimed to examine the causal links between actions taken to gain clients’ trust and their observed effects.
Implications: This paper provides insight into building trust in Business to Business (B2B). Using cloud technologies to offer services enables a company to create innovative value proposition, or in other cases, add new features and attributes to it that cater to the clients’ needs. It involves different approach of the company in building clients’ trust than if it offered services in traditional way. To handle this issue effective trust management implementation is required.
Findings: This paper provides suggestions of trust management actions which can be taken and are not limited to data security guarantee.
Value of the paper: This paper underlines proper practices – based on the success of Trello, Inc. – for building clients’ trust by business where aim is to convince potential clients of enterprise’s cloud-based service.
References
Anderson, C. (2009), Free: The past and future of radical price, Hyperion, New York.
Anderson, J. C., Narus, J. A. (1990), “A Model of Distributor Firm and Manufacturing Firm Working Partnerships”, Journal of Marketing, Vol. 54 No. 1, pp. 42–58. DOI: http://dx.doi.org/10.2307/1252172
Chou, T. (2010), Introduction to Cloud Computing: Business and Technology, Active Book Press, Madison.
Christensen, J. (2015), Digital Business in the Digital Age, Books on Demand, Copenhagen.
Demolombe, R. (2004), “Reasoning about trust: A formal logical framework. Proceedings of the Conference on Trust Management”, available at: http://www.irit.fr/~Robert. Demolombe/publications/2004/itrust04.pdf (accessed 19 January 2016).
Dertouzos, M. L., Lester, R. K., Solow, R. M. (1989), Made in America: Regaining the Productive Edge, The MIT Press, Cambridge.
European Commission (2016), “EU Commission and United States agree on new framework for transatlantic data flows: EU-US Privacy Shield”, available at: http://europa. eu/rapid/press-release_IP-16–216_en.htm (accessed 25 March 2016).
Hosking, G. (2014), Trust. A history, Oxford University Press, New York.
Johnson, W. J., Lewin, J. E. (1996), “Organizational Buying Behavior: Toward an Integrative Framework’”, Journal of Business Research, Vol. 35 No. 1, pp. 1–15. DOI: http://dx.doi.org/10.1016/0148–2963(94)00077–8
Jøsang, A., Keser, C., Dimitrakos, T. (2005), “Can We Manage Trust?”, available at: http://folk.uio.no/josang/papers/JKD2005-iTrust.pdf (accessed 1 March 2016).
Gage, D. (2014), “Digital Whiteboard Trello Spins Out of Fog Creek With $10.3M”, available at: http://blogs.wsj.com/venturecapital/2014/07/24/digital-whiteboardtrello-spins-out-of-fog-creek-with-10–3m (accessed 8 March 2016).
Gupta, S., Kumar, P., Abraham, A. (2014), “Cloud Computing: Trust Issues, Chellenges, and Solutions”, in: Sabu, M. T., Bharat, B., Pradeep, K. A. (Eds.), Managing Trust in Cyberspace, Chapman and Hall/CRC, London, pp. 13–40.
Hosking, G. (2014), Trust. A history, Oxford University Press, New York.
Jucks, R., Linnemann, G. A., Franziska, M. T., Zimmermann, M. (2016), “Trust the Words: Insights into the Role of Language in Trust BUilding in a Digitalized World”, in: Blöbaum, B. (Ed.), Trust and Communication in a Digitized World. Models and Concepts of Trust Research, Springer, London, pp. 225–238.
Kaufman, L. M. (2009), “Data security in the world of cloud computing”, IEEE Security & Privacy, Vol. 7 No. 4, pp. 61–64. DOI: http://dx.doi.org/10.1109/MSP.2009.87
Kramer, S., Goré, R., Okamoto, E. (2010), “Formal definitions and complexity results for trust relations and trust domains”, ACM SIGACT, Vol. 41 No. 1, pp. 122–147. DOI: http://dx.doi.org/10.1145/1753171.1753193
Kumar, N., Scheer, L. K., Steenkamp, J. E. M. (1995), “The Effects of Perceived Interdependence on Dealer Attitudes”, Journal of Marketing Research, Vol. 32 No. 3, pp. 348–356. DOI: http://dx.doi.org/10.2307/3151986
Lewicki, R. J., Bunker, B. B. (1995), “Trust in Relationships: A Model of Development and Decline”, in: Bunker, B. B., Rubin, J. Z. (Eds.), Conflict, Cooperation, and Justice: Essays Inspired by the Work of Morton Deutsch, Jossey-Bass, San Francisco, pp. 133–173.
Lomas, N. (2014), “Disrupt Alum Trello Takes In $10.3M For Its Visual To-Do Lists”, available at: http://techcrunch.com/2014/07/24/trello-series-a (accessed 10 March 2016).
Macneil, I. R. (1980), The New Social Contract, Yale University Press, New Haven.
McKnight, D. H., Chervany, N. L. (1996), “The meanings of trust”, available at: http://www.misrc.umn.edu/workingpapers/fullpapers/1996/9604_040100.pdf (accessed 18 February 2016).
Mell, P., Grance, T. (2011), “A NIST Definition of Cloud Computing”, available at: http://csrc.nist.gov/publications/nistpubs/800–145/SP800–145.pdf (accessed 15 February 2016).
Mickelberg, K., Pollard, N., Schive, L. (2014), “PricewaterhouseCoopers LLP, US cybercrime: Rising risks, reduced readiness. Key findings from the 2014 US State of Cybercrime Survey”, available at: http://www.pwc.com/en_US/us/increasingit-effectiveness/publications/assets/2014-us-state-of-cybercrime.pdf (accessed 18 December 2016).
Milliman, R. E., Fugate, D. (1988), “Using Trust-Transference as a Persuasion Technique: An Empirical Field Investigation”, Journal of Personal Selling and Sales Management, Vol. 8 No. 2, pp. 81–101. DOI: http://dx.doi.org/10.1080/08853134.1988.107 54486
Mizuno, Y., Odake, N. (2016), “A case study of progressive formation of accounting cloud services in Japan”, International Journal of Service Science, Management, Engineering, and Technology, Vol. 7 No. 3, pp. 406–425. DOI: http://dx.doi.org/10.4018/IJSSMET.2016070102
Moor, J. (2006), “Why we need better ethics for emerging technologies”, Ethics and Information Technology, Vol. 7 No. 3, pp. 111–119. DOI: http://dx.doi.org/10.1007/s10676–006–0008–0
Morrsi, N., Vines, D. (2014), Capital failure. Rebuilding trust in financial services, Oxford University Press, New York.
Noor, T. H., Sheng, Q. Z., Bouguettaya, A. (2014), Management in Cloud Services, Springer, Cham.
Osterwalder, A., Pigneur, Y. (2009), Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Modderman Druckwerk, Amsterdam.
Reagle, J. M. (2010), GOOG FAITH COLLABORATION. The Culture of Wikipedia, The MIT Press, Massachusetts.
Wan, H., Shukla, S. K., Chen, F. F. (2009), “Pulling the Value Streams of a Virtual Enterprise with a Web-based Kanban System”, in: Wang, L., Nee, Y. C. (Eds.), Collaborative Design and Planning for Digital Manufacturing, Springer, London, pp. 317–340.
Downloads
Published
How to Cite
Issue
Section
License
Copyright
Articles submitted to the journal should not have been published before in their current or substantially similar form, or be under consideration for publication with another journal. Authors submitting articles for publication warrant that the work is not an infringement of any existing copyright and will indemnify the publisher against any breach of such warranty. For ease of dissemination and to ensure proper policing of use, papers and contributions become the legal copyright of the publisher unless otherwise agreed.
Plagiarism and ghostwriting
In response to the issue of plagiarism and ghostwriting the editors of the Journal of Positive Management has introduced the following rules to counteract these phenomena:
1. Contributors should be aware of their responsibility for a content of manuscripts.
2. Collective authors are obliged to reveal the contribution and an affiliation of each author (i.e. who is an author of specified part of a paper).
3. Any act of dishonesty will be denounced, the editors will inform appropriate institutions about the situation and give evidence of all cases of misconduct and unethical behaviour.
4. The editors may ask contributors for financial disclosure (i.e. contribution of specified institutions).
Stats
Number of views and downloads: 409
Number of citations: 0