How the digital transformation from COVID-19 affected the relational approaches in B2B

Purpose The purpose of this paper is to understand the main drivers of change in the relational approaches adopted in business-to-business (B2B) companies as an effect of the digital transformation processes boosted by COVID-19 pandemic. Design/methodology/approach The methodology includes a qualitative study based on an abductive approach. Twenty-eight semistructured interviews and two focus groups have been carried out with sales and marketing professionals from different industries. Findings The research defines a conceptual framework that describes what the main changes of B2B relational approach are in a context affected by the pandemic, as well as its effects. The framework is constituted by three dimensions, namely, efficiency of the interaction, coordination and digital trust, and seven subdimensions. Practical implications This research also contributes to managerial practice, defining some directions to be fulfilled in a business context affected by the COVID-19 emergency to improve efficiency, coordination and trust. Originality/value Academic literature has greatly analyzed the transformation of the B2B scenario; less studies have explored how the relational approach is changing due to the digital acceleration caused by COVID-19 pandemic.

Automated summary

This paper examines the main drivers of change in the relational approaches adopted in B2B companies as a result of the digital transformation processes accelerated by the COVID-19 pandemic. Through qualitative research, a conceptual framework is developed to describe the changes in B2B relational approach in a pandemic-affected context, including dimensions such as efficiency of interaction, coordination, and digital trust, along with their subdimensions. The research also provides practical implications for improving efficiency, coordination, and trust in a COVID-19 emergency business environment.