The effect of social disruption on the use of technologies to digitize B2B processes and its impact on corporate performance

• Published in: The Journal of business & industrial marketing 2024-07, Vol.39 (8), p.1800-1808
• Main Authors: Rodríguez, Rocío, Høgevold, Nils, Molina-Castillo, Francisco-Jose, Svensson, Goran
• Format: Article
• Language: English
• Subjects: Coronaviruses; COVID-19; Digitization; Indigent care; Social networks
• ISSN: 0885-8624; 0885-8624; 2052-1189
• DOI: 10.1108/JBIM-05-2023-0245

Purpose This paper aims to examine the effect of social disruption on the use of technologies for digitizing business-to-business (B2B) processes. The aim is to assess how digitalization technologies (DT) may impact corporate performance (CP) in B2B settings. Design/methodology/approach The methodology is based on a questionnaire survey in Norway, and a deductive research design. A total of 216 usable questionnaires out of 356 were returned, generating a response rate of 60.6%. Findings This study shows that there is an effect of social disruption on DT (such as digital communication tools, social media and customer relationship management systems) in B2B settings that may impact CP. Research limitations/implications This study indicates that the use of technologies to digitize B2B processes may enhance CP when social disruption occurs. Practical implications This study offers insights to companies that need help in adapting their business processes to the changing social and technological environment. This study also highlights the importance of digitalization for business survival in the marketplace and society. Originality/value This study sheds light on the effect of social disruption on DT and provides opportunities for managing CP.