A goal-oriented trust model for virtual organization creation

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Authors: J. Mun, M. Shin, M. Jung

Publication Year: 2011

Source: http://link.springer.com/article/10.1007/s10845-009-0293-7

Journal: Journal of Intelligent Manufacturing

Volume: 22

Issue: 3

Categories: Digital Transformation, Virtual Organizations


Enterprises are adopting the idea of highly flexible organizations and are reconfiguring themselves to cope with the needs and opportunities of the business environment. Herewith, they have been able to obtain a number of benefits such as agility, complementary roles, resource optimization and more. Although enterprise networks are becoming an attractive strategic option, because of the lack of trust between enterprises and other potential barriers, strategic alliances have been found to be unstable and ineffective. Specifically in literature on partner selection in creating a virtual organization, the conventional models are limited in practical applications. When the enterprises involved in a virtual organization trust each other, they are more willing to engage in cooperative activities through which further trust may be generated. In this context trust is an important factor that enables enterprise collaboration with uncertainty. It has been shown that mutual trust can contribute to knowledge sharing, resource sharing, and taking joint risks. A trust value between enterprises depends on the goal of collaboration that is used to integrate distributed enterprises and optimize the enterprise network. Proposed is a trust model to form a virtual organization with minimum costs, effort, and time, defining the objective of a virtual organization and its strategies. In the trust model, the intangible factors are measured with a fuzzy trust evaluation model as well as the tangible factors such as cost, time, and quality. Therefore, in a breeding environment, trust of a single enterprise would be different according to the goal of a project, whereby project is defined as a business opportunity for a virtual organization. In the model, the trust value represents the probability of a trustee to satisfy the goals when it completes assigned tasks, by selecting and inferring the relevant factors for the goal to a fuzzy logic which results in trust values for enterprises. This trust values can be used in the partner selection process. Core constructs of the trust model are: project (business opportunity), goal (set of strategies and project constraints), task (required operation), capability (ability to mobilize a number of resources in an efficient manner to respond to the need of a task).