Chapter 9: Digital outsidership: the practical and affective effects of digitalization in international business relationships between Kenyan and German firms
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The COVID-19 pandemic induced a wave of organizational innovation in the form of a rapid adoption of digitally mediated communication in international business exchanges. This study considered the effects of this innovation on firms' relationships in their international business networks. Through an inductive analysis of data obtained from ten Kenyan and German firms and four business intermediaries, we found that practical and affective (in)efficiencies of digitally mediated communication impact firms' abilities to maintain and develop relationships. New and weak relationships were particularly negatively influenced by the affective inefficiencies, leading to digital outsidership and hindering internationalization.

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