Erkki Patokorpi

It is argued that the design of decisions is a process that in many ways is shaped by social factors such as identities, values, and influences. To be able to understand how these factors impact organizational decisions, the focus must be set on the management level. It is the management that shoulders the chief responsibility for designing collective actions, such as decisions. Our propositions indicate that the following measures must be taken in order to improve the quality of organizational decisions: 1. The identity of the people, involved in organizational decision making, affects the quality of decisions and should be taken into account in the design of decisions. 2. The decision maker or designer of decisions should engage the members of an organization to create a shared vision. 3. Getting the members of an organization to express and share common values should improve the decision making process. 4. Being able to socially influence the members of an organization, or other stakeholders involved, as well as letting them participate in the process, should improve the quality of decisions.

We lead increasingly electronic lives, in which a significant part of our existence takes place online. The concepts of eGovernment, eCommerce, eHealth and eLiving are an indication of this development. Against this background, there is an ever growing urgency of thinking through the problem of building trust in an online context. This paper examines the contextual conditions which affect building trust online. It will be argued that different combinations of the contextual conditions of trust building will result in different views of the trust by the customer. Some of these combinations are better than others, and while a holistic approach would likely result in the best solution, it is not necessarily always within reach. Online trust building could be defined as a successful combination of four basic elements: reputation, technology, expertise and relationship. Unlike previous research, this study attempts to take all of these four key elements and the dynamics of their interconnections into account.