The acceleration of digital communications in the durable goods industry. A study on white goods firms after COVID-19

ABSTRACT

Purpose: The purpose of this paper is to investigate how business-to-business (B2B) companies operating in durable goods use digital communications after the COVID-19 outbreak. In particular, this paper focuses on the objectives of these digital communication tools for the marketing strategies of B2B white goods firms. Design/methodology/approach: As the research objective is explorative, the authors conducted a qualitative analysis by collecting 13 semi-structured interviews with B2B marketing professionals working for white goods firms in Italy. Primary data was triangulated with secondary data about the white goods industry, such as sector reports. Findings: The findings of this paper show an acceleration in the adoption of digital communication tools among B2B firms after COVID-19. The authors also discuss the effects in the use of such tools both in the short and long term. Originality/value This paper attempts to contribute to the B2B marketing literature by providing an original analysis of the consequences of the COVID-19 outbreak focusing on the use of digital communication tools among white goods firms. It also provides managerial implications for firms operating in B2B. © 2022, Emerald Publishing Limited.