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Chapter Nine: Building Trust Across Grou... > The DTM Factors Most Critical to Tru...
The DTM Factors Most Critical to Trust Across National Cultures
The DTM has been used very successfully in Asia, Europe, and North America to train thousands of executives to manage trust. There is also ample academic work that suggests that the dimensions of the model have relevance across cultures.13 Given what we know about cultures and about trust, we must keep in mind five important considerations in adapting the DTM for effective use in multiple cultures:
1. The disposition to trust varies by culture and can affect how long it takes to build trust.
2. Like risk-averse personalities, cultures that are high in uncertainty avoidance may take longer to build trust.
3. Collectivist cultures emphasize similarities and in-group status more than individualistic cultures.
