Chasing shadows: Control, virtuality and the production of trust

In recent years, the topic of trust has become the focus of renewed attenti on in organizational theory and research and, in particular, where electron ic distribution and associated 'virtual' forms of organizing are prevalent. The question of trust, always an issue in financial transactions, is exace rbated the more the physical element is removed. The paper focuses on the i ssue of trust as it currently appears in the newest of these distribution c hannels, online and Internet financial services, and smart cards. In both t heory and practice, notions of trust are often opposed to concepts such as power or control, and are deployed as part of a dualistic either/or proposi tion. Drawing on ongoing research in the financial services sector, the pap er attempts a more nuanced exploration by focusing on attempts to 'manage' trust, the problems such attempts encounter, the various techniques employe d in their resolution and the power relations in which they are embedded.