At the level of common sense, trust is at the core of commerce and essential for long-term success in e-business. But common sense breaks down very quickly if trust is seen as just a value: honesty, sincerity' truthfulness, and related virtues. Ironically, these values can result in a loss of trust if they are not complemented by "trustability" - trust as a skill and a business design variable. If trustworthiness is the question "Do you merit my trust?" then trustability is the question "Can we count on each other?" If not, then we can't build a relationship, and relationships are everything in the Internet-driven economy
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