The SARS-COV-2 pandemic declared in 2020, highlighted that the world we live in today can be described under the acronym - VUCA (Volatility, Uncertainty, Complexity, and Ambiguity). The companies were surprised by a scenario that few, if any, had considered in their strategic planning. This event forced nations, markets, organizations, families and individuals to suddenly and unexpectedly slow down and rethink their purpose.

It is in this context that the “Business-to-Business: Beyond Business Communication (B2B-BBC)”, project aims to understand the role of communication in the way national B2B companies and exporters engage stakeholders, a subject that has not yet been thoroughly explored, either in academia or at the market level of communication consultancy.

The post-Covid world will demand greater transparency and more trust. It will be thus essential for the national B2B exporting companies, which develop their activity in diverse markets, to increase their reputation and consolidate their relations with all agents in their supply chain, from the suppliers (supplier/provider) to customers (buyer), and all other interested parties such as employees, partners, regulatory authorities or governments.





Research Team:

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

By presenting the project as a collaborative effort between the various partners involved, it is intended, in the wake of an applied investigation, to start from a diagnosis and identification of needs regarding the role of communication in the way in which national B2B and exporting companies engage stakeholders.


  • Knowing how national exporting B2B companies understand the role of communication in engaging their stakeholders
  • Conduct a diagnosis on how communication management is carried out in national B2B export companies in Portugal
  • Train national exporting B2B companies to efficiently manage their communication, as an element of the organization 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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