TY  - CHAP
AB  - Abstract Contemporary businesses face rapidly evolving changes and complexities that challenge their respective managerial responses and capabilities. The natures of information and communication systems, ways of doing business, knowledge-transfer methods, diffusion channels of innovation, and industrial habitus are shifting. Additionally, methods, concepts, and frameworks to study these challenges need to be in accordance.Many of these features characterizing the new business environment influence not only the consumer business, but also the business-to-business (B2B) sectors and their ways of functioning. Interestingly, the influence also connects domestic with international business through the global connectedness. This is particularly visible in marketing communication, as the difference between domestic and international business communication has further diminished due to digital and virtual dimensions and applications. In this new age, it is assumed that new ventures and small- and medium-sized enterprises can turn their vulnerabilities and size constraints into competitive advantages by addressing these challenges with efficient social media usage. To address this technology-enabled dimension of B2B relations, the authors present a case study illustrating how a firm advances its relationship management and communication by introducing social media instruments. The study contributes to relationship management and international marketing communication and provides new insights into the workings of social media within the B2B context.
VL  - 13
SN  - 978-1-78756-326-1, 978-1-78756-325-4/1745-8862
DO  - 10.1108/S1745-886220180000013010
UR  - https://doi.org/10.1108/S1745-886220180000013010
AU  - Costa e Silva Susana
AU  - Elo Maria
ED  - Rob van Tulder
ED  - Alain Verbeke
ED  - Lucia Piscitello
PY  - 2018
Y1  - 2018/01/01
TI  - New Digital Layers of Business Relationships – Experiences From Business-To-Business Social Media
T2  - International Business in the Information and Digital Age
T3  - Progress in International Business Research
PB  - Emerald Publishing Limited
SP  - 217
EP  - 241
Y2  - 2024/05/12
ER  -