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.

中文翻译：

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耐用品行业的数字通信加速。COVID-19 之后对白色家电公司的研究

目的

本文的目的是调查在 COVID-19 爆发后经营耐用品的企业对企业 (B2B) 公司如何使用数字通信。特别是，本文重点介绍了这些数字通信工具在 B2B 白色家电公司营销策略中的目标。

设计/方法/方法

由于研究目标是探索性的，作者通过收集 13 次与在意大利白色家电公司工作的 B2B 营销专业人士的半结构化访谈进行了定性分析。主要数据与有关白色家电行业的次要数据（例如行业报告）进行了三角剖分。

发现

本文的研究结果表明，在 COVID-19 之后，B2B 公司采用数字通信工具的速度加快。作者还讨论了使用此类工具的短期和长期影响。

原创性/价值

本文试图通过对 COVID-19 爆发的后果进行原始分析，重点分析白色家电公司之间数字通信工具的使用，从而为 B2B 营销文献做出贡献。它还为在 B2B 中运营的公司提供管理启示。