Individuals and virtual distance in remote B2B relations

: Myyryläinen, Heidi; Torkkeli, Lasse; Durst, Susanne

: Ivanova-Gongne, Maria; Torkkeli, Lasse; Koporcic, Nikolina; Barner-Rаsmussen, Wilhelm

: 2024

: Individuals in B2B Marketing : Sensemaking and Action in Context

: Routledge Studies in Marketing

: 63

: 84

: 978-1-032-48220-0

: 978-1-003-38803-6

DOI: https://doi.org/10.4324/9781003388036-6

: https://www.taylorfrancis.com/chapters/edit/10.4324/9781003388036-6/individuals-virtual-distance-remote-b2b-relations-heidi-myyryl%C3%A4inen-lasse-torkkeli-susanne-durst

This study explores the concept of virtual distance in business-to-business (B2B) interactions, focusing on remote communication settings. We examine how individuals involved in B2B relationships perceive and manage virtual distance in their interactions with international business customers. Using a qualitative case study method, the research reflects on interviews with nine entrepreneurs and managers. It emphasizes the importance of understanding the different dimensions of virtual distance (physical, operational, and affinity) in maintaining effective B2B relationships. The findings highlight the challenges and opportunities of remote collaboration in B2B contexts, focusing on the key role of individual perceptions and experiences in managing virtual distance. The study contributes to the understanding of the dynamics in technology-mediated B2B interactions and the importance of individual strategies in overcoming virtual distance challenges.