The Impact of Digitalization on B2B Relationship Dissolution: Challenges and Opportunities in Communication Management

Résumé

The digital transformation of business-to-business relationships has reshaped communication and relationship management, offering advantages and challenges. While digitalization improves efficiency, transparency, and collaboration via AI-driven CRM systems and automation, it also brings risks like depersonalization, miscommunication, and heightened relational fragility. This article explores the paradox of digitalization in B2B interactions, examining how digital tools influence relationship resilience and dissolution. Through a theoretical analysis, we identify the critical challenges posed by digital communication in managing business relationships and propose strategies to mitigate potential risks. The study highlights the importance of hybrid communication strategies that balance digital efficiency with human-centered interactions to maintain sustainable and resilient B2B relationships.