Abstract

The present research examines the role of trust in business negotiations in the context of Switzerland, a high-trust country. Using a qualitative, practitioner-oriented design grounded in template analysis, the research draws on semi-structured interviews with thirty professionals from diverse sectors of the economy of the canton of Geneva. Switzerland’s high-trust environment provides an empirical context in which trust mechanisms are particularly visible and operational.The research advances conceptual, empirical and methodological knowledge of trust in negotiations. Conceptually, it clarifies the meaning of trust, demonstrating that trust is not a one-dimensional construct centred on risk and vulnerability, but a multifaceted moral value and strategic tool. The research further reveals that interpersonal and institutional trust are mutually reinforcing, creating a virtuous circle that shapes negotiation behaviour. These insights lead to the introduction of Collaborative Trust, a defining characteristic of negotiation in a high-trust environment where trust operates simultaneously as a moral value, social norm and strategic tool. The research also advances understanding of negotiation success in a high-trust environment as combining sustainable mutual benefits, lasting relationships, operational and financial performance, and reputational and societal impact. Methodologically, the research contributes empirical evidence from real-world professional negotiations, moving beyond laboratory-based and student-sample research. Building on these insights, the research develops the Onion Framework of Trust in Negotiation, illustrating how the meaning of trust, trust enactment within the negotiation process and its role in shaping successful negotiation outcome are interconnected within a high-trust environment. Drawing on this conceptual framework, the research further introduces a Three-Stage Model of Trust Dynamics in Negotiation, offering recommendations for positioning, enacting and sustaining trust throughout the negotiation process. By examining negotiations within a context where trust is deeply embedded, the research provides practical guidelines for professionals negotiating in Switzerland, with Swiss counterparts and across other national settings.

Awarding Institution(s)

University of Plymouth

Supervisor

Nigel Jackson, John White

Keywords

Negotiation, Trust, Switzerland

Document Type

Thesis

Publication Date

2026

Embargo Period

2026-05-28

Deposit Date

May 2026

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