CAN WE MANAGE TRUST?

Abstract

The article is devoted to the principles of the «Management of trust portfolio» as a direction of cognitive management in a modern organization. The goal of cognitive management is management of the organizational staff cognitive capabilities. Trust is defined as a social attitude and trusting behavior, as a mechanism to regulate the level of freedom in risk communication. Thus trust becomes an important motivational component of decision-making. The experience of one of the authors at Saint Petersburg Higher School of Oncology (HSO) allows to test the potential of MTP in the field of health science. The empirical data were obtained based on the survey of the second attendees enrolment of the Higher School of Oncology; analysis of the School leaders publications; analysis of the HSO public relations.

Keywords

• trust communication
• cognitive management
• «management of trust portfolio» model