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Advisor(s)
Abstract(s)
Although being the engine of the portuguese economy, Business-to-Business (B2B) companies have been undervalued, especially in the aspects that have to do with Strategic Communication Management.
The SARS-CoV-2 pandemic declared by the WHO has highlighted that we are effectively living in a VUCAH world. Companies were surprised by a scenario that few, or none, as considered. This event classified for many as unexpected and for others, as predictable, but not considered, obliged nations and businesses to in an abrupt way redefine routines and sometimes (re)think their purpose. In 2020, the most used words in the world were determined by the public health jargon, as "pandemic" or "lock down". But for the companies "concern", "resilience" and "adaptation" set the pace of a year marked by learning.
In this context, a research was conducted in order to understand what is the role of the strategic communication function in B2B companies, after the pandemia. A convergent parallel mixed methods approach was developed. In terms of data collection 124 B2B portuguese companies answered an online survey and 32 interviews were conducted. Content analyses was the method chosen to organise and present the data. The results pointed out that if up to now the communication function has been understood as a tool to support commercial communication, the future seems to be different. Companies declared that in order to be more competitive in this new "normal" it is needed to anticipate and implement news solutions in terms of strategic communication that go beyond "business communication".
Description
Keywords
B2B Model B2B Communication Public relations Corporate communications B2B Communication Trends
Citation
Raposo, A & Gonçalves, M. (2021, mar, 25-27). Business-to-Business (B2B) companies: how strategic communication can be the way to increase the competitiveness in a pos-covid world. Paper presented, Online, at International Academy of Business Disciplines, University of North Florida, Florida, United States of America