Objective: This empirical study of Dutch SME entrepreneurs examines how they manage B2B relationships using both digital and physical means, aiming to provide insights and guidelines.
Prior work: The coronavirus pandemic has profoundly impacted how SMEs manage B2B international relationships, with many companies now favoring online interactions. However, the optimal balance between physical and digital methods for relationship management remains uncertain. While digitalization is reshaping relational dynamics, there is a notable gap in the literature regarding the integration of online and offline interactions.
Approach: This research integrates a literature review, expert interviews, semi-structured discussions with SME entrepreneurs and employees, and panel discussions with experienced professionals. The qualitative research involved participants aged 30 to 70, each with a minimum of five years of relevant experience in sectors such as horticulture, ICT, hospitality, and consultancy. To validate our findings, we conducted a survey with 122 international entrepreneurs and employees, assessing their insights on general and specific actions related to the four core components of IRM in the transformed landscape.
Results: The research reveals distinct differences in relationship management across various stages. In the initial stages, the focus is on establishing connections, while later stages prioritize customer retention and loyalty. The blend of physical and digital tools varies depending on the customer and the phase of the relationship. Entrepreneurs use digital tools to save time and reduce environmental impact, though understanding the digital infrastructure in target markets is crucial. There is no one-size-fits-all approach for SMEs due to the diverse needs of customers and varying communication preferences. Effective hybrid relationship management requires aligning strategies with this diversity, balancing efficiency with personal engagement.
Implications & Value: Hybrid management enables entrepreneurs to maintain numerous relationships efficiently, but it necessitates careful attention to relational aspects. While digital tools are convenient for operational coordination, physical interactions remain essential, particularly in the complex B2B context. These insights are valuable for entrepreneurs seeking to sustain relationships in an increasingly digitized world