Contemporary businesses face rapidly evolving changes and
complexities that challenge their respective managerial responses and
capabilities. The natures of information and communication systems, ways
of doing business, knowledge-transfer methods, diffusion channels of
innovation, and industrial habitus are shifting. Additionally, methods,
concepts, and frameworks to study these challenges need to be in
accordance.

Many of these features characterizing
the new business environment influence not only the consumer business,
but also the business-to-business (B2B) sectors and their ways of
functioning. Interestingly, the influence also connects domestic with
international business through the global connectedness. This is
particularly visible in marketing communication, as the difference
between domestic and international business communication has further
diminished due to digital and virtual dimensions and applications. In
this new age, it is assumed that new ventures and small- and
medium-sized enterprises can turn their vulnerabilities and size
constraints into competitive advantages by addressing these challenges
with efficient social media usage. To address this technology-enabled
dimension of B2B relations, the authors present a case study
illustrating how a firm advances its relationship management and
communication by introducing social media instruments. The study
contributes to relationship management and international marketing
communication and provides new insights into the workings of social
media within the B2B context.