Digital transformation and interaction interruption in business-to-business relationships

Over the past decades, digital transformation has affected business interaction and interpersonal relationships in different ways. However, an extensive use of digital tools as a basis for interaction with customers arose with the abrupt interruption caused by the pandemic in 2020. We study this by asking: how does abrupt interruption in business interaction affect companies’ use of digital tools and, consequently, their B2B relationships? Based on a qualitative case study in the Danish food industry, we investigate abrupt interruptions in business interaction and increased use of digital tools in three different business interactions: (1) adapting customers’ existing products, (2) developing new products and product lines together with customers, and (3) developing customers’ overall product portfolio and business model. Our study reveals differences in the patterns of interaction in B2B relationships due to a shift in the use of digital communication platforms spurred by the pandemic, which interrupted interaction in the different relationship stages. We provide insights into the possibility of achieving success in canvassing and developing products in collaboration with customers, while also showing that it is more difficult to demonstrate and gain extra innovative commitment through online formats.