The SARS-COV-2 pandemic brought into focus a world that can be described under the acronym - VUCA(H). Companies were taken by surprise by a scenario that few, if any, had considered in their strategic planning. This event forced nations, markets, organizations, families, and individuals to unexpectedly and suddenly slow down and rethink their purpose.

It is in this context that the project "Business-to-Business: Beyond Business Communication (B2B-BBC)"which aims to understand, post pandemic, what is the role of communication in the way national B2B and export companies engage the stakeholdersThis is a subject that has been little or nothing explored so far, either in academia or in the communication consulting market.

The post-Covid world will require more transparency and more trust, and it is essential for national B2B exporting companies, which operate in such distinct and diverse markets, to enhance their reputation and consolidate their relationships with all agents of the production chain, from the supplier/provider to the customer (buyer), including all other stakeholders such as employees, partners, regulators, or governments.

The InterComm Report B2B - "Communication Trends in Global Businesses" was conducted in 2020 and presented in 2021. The second stage of this project - #TheWayForward 22 " 23 - is a update to the work already developed aims to understand what has changed, what has remained, and what the future prospects are in terms of the role of Communication in building and managing relationships with stakeholders.


2020 " 2021





2022 " 2023

Research Team:

The B2B-BBC project is the result of a partnership between a research team from the Escola Superior de Comunicação Social, of the Instituto Politécnico de Lisboa (ESCS-IPL) and SayU Consulting, the only member in Portugal of the European Network Network EVOKE, whose mission is to share knowledge among agencies and consultants focused on B2B companies' communication.

Since the project is collaborative in nature among the various partners involved, it is intended, in the wake of applied research, to start from a diagnosis and identification of needs regarding the role of communication in the way national B2B and exporting companies involve stakeholders.


  • To know how national B2B exporting companies understand the role of communication in the involvement of their stakeholders
  • Perform a diagnosis on how communication management is carried out in national B2B exporting companies in Portugal
  • Enable national B2B exporting companies to efficiently manage their communication, as a constituent element of the organization and that can contribute to the achievement of their goals
  • Understand how companies build their reputation, how they enhance their relationships with suppliers/buyers and attract new customers



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