Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2024 Annual


Embracing the Digital Wave: Navigating Emotional Dynamics in B2B Relationship-Building
(A2024-119564)

Published: May 28, 2024

AUTHORS

Anja Schiller, Interhyp Gruppe; Piotr Kwiatek, University of Applied Sciences Upper Austria

ABSTRACT

The shift to virtual meetings in B2B contexts, accelerated by recent global changes, including environmental concerns and geopolitical factors, has transformed traditional face-to-face client relationship-building practices. This study delves into how these developments have affected the initial buyer-seller interactions. Through qualitative interviews with 14 experts from both B2B Sales and Purchasing, it employs a qualitative content analysis to evaluate the evolving dynamics. The findings reveal that while relationships remain vital in the sales process, the move to initial virtual meetings introduces challenges such as emotional uncertainty, trust issues, and results in changes in relationship-building strategies. These challenges are significant, especially when the sales process remains entirely digital. However, virtual meetings also offer opportunities for establishing trust and cooperation when approached effectively. The study highlights the importance for sales teams to reassess and adapt their relationship-building techniques for virtual environments. It offers insights into aligning strategies and expectations between sales and purchasing teams in virtual settings, suggesting that addressing the strategic gaps identified could mitigate potential future negative impacts on business relationships.