It is essential to build up reputation and trust. This can be achieved by agreeing on exclusivity, risk-taking, fair distribution of decision-making rights between the partners in a non-centralized way, and by demonstrating reliability. Based on this, differing interests can be expressed and mutual obligations stipulated. How-ever, this may lead to mutual dependency between the partners and loss of control over one’s own resources. Trust, and thus the disposition to enter into long-term partnerships, can only be brought about if the partners are under the subjective impression that investing in the business relationship is proportionate to the benefits resulting from this relationship. This can be measured in monetary dimensions, such as increased volume of turnover or profits, but also in non-monetary dimensions.