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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. 


client trust; trust management; cloud computing; electronic service; software as a service

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Action funded by the Ministry of Science and Higher Education under the contract number 916/P-DUN/2019 by funds dedicated to dissemination of research findings. Preparing for publication papers in English and employing reviewers affiliated in research institutions abroad in 8 issues of the Journal of Positive Management in 2019-2020: Vol. 10, No. 1-4, Vol. 11, No. 1-4.

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