Zusammenfassung
Im 11. Jahrhundert blühte der Handel im Mittelmeerraum. Über tausende von Kilometern hinweg schickten Händler wertvolle Waren auf monatelange Schiffsreisen und ließen diese von ortsansässigen Agenten verkaufen. Ohne sich auf ein funktionierendes Rechtssystem verlassen zu können, mussten sie darauf vertrauen, dass sich der Agent im Interesse der Händler verhalten und nicht mit dem Gewinn verschwinden würde. Was den Handel unter diesen widrigen Umständen am Leben hielt, war der Informationsaustausch zwischen den Händlern. Ein Agent, von dem einmal bekannt werden sollte, betrogen zu haben, musste im Folgenden damit rechnen, von allen Händlern boykottiert und seinerseits betrogen zu werden. Seine Reputation würde durch negatives Word-of-Mouth für lange Zeit zerstört sein (vgl. Greif, 1993).
Diese Arbeit ist aus einem von der Deutschen Forschungsgemeinschaft unterstützten Projekt entstanden.
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Radić, D., Posselt, T. (2009). Word-of-Mouth Kommunikation. In: Bruhn, M., Esch, FR., Langner, T. (eds) Handbuch Kommunikation. Gabler. https://doi.org/10.1007/978-3-8349-8078-6_13
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