In a world without faces : A qualitative study on the influence of digital communication on export sellers’ perception of sensemaking and misunderstandings in buyer-seller relationships

Abstract: Traveling salespeople usually play an integral part in exporting firms’ strategy. However, the Covid-19 pandemic and travel restrictions have forced many businesses to rely on digital communication technologies for communication with distant customers and partners they usually would meet with in person. For collaborative relationships to function well, both parties must be able to understand and make sense of each other, which is why the sensemaking process has been a topic of interest. An aspect laid forth by research as a potentially prominent issue in inter-cultural relationships is ambiguity and misunderstandings, for which previous research has underlined two main mechanisms to mitigate ambiguity and misunderstandings, formalization, and socialization. However, this research has been conducted in a context where both in-person and digital communication has been available options. This qualitative study aims to examine export sellers' perception of sensemaking, misunderstandings, and ambiguity when relying on digital communication through semi-structured interviews. This paper's result suggests that digital communication tended to be more formal than in-person communication and that relying solely on digital communication has imposed significant challenges for establishing a new relationship while being less problematic to maintaining relationships.