Membangun Trust untuk Keberlangsungan Hidup Perusahaan: Kisah The Body Shop, McDonald’s, dan Johnson & Johnson

Isabella A Siahaya (Fakultas Ilmu Administrasi Bisnis dan Ilmu Komunikasi, Universitas Atma Jaya, Jakarta)

Jurnal InterAct
Vol 1, No 1 (2012): Jurnal InterAct

This paper emphasizes on trust as one of the required company capital  other than  financial capital.  Trust is needed in support of the communities in which a company resides. Trust can be formed by running a business that is not detrimental to the public but is beneficial to society. Trust will produce good communication even when a company is in a crisis.