Avoiding crisis-driven business failure through digital dynamic capabilities. B2B distribution firms during the COVID-19 and beyond

Previous research has proposed different determinants of the success and failure of technological innovation in industrial networks. However, following the recent COVID-19 pandemic crisis, distributors have been seeking to become more agile in identifying and transforming business processes to avoid failures. Although industrial practitioners have been broadly motivated to understand the effects of pandemics on business failure, the contingency factors that affect organizations in their responses to such sudden exogenous shocks remain unclear. Inspired by a burgeoning academic interest in viewing the COVID-19 pandemic as a digital accelerator, this paper examines how B2B distribution firms have been avoiding business failure by using their dynamic capabilities (DCs) in response to the sudden exogenous shocks caused by the pandemic. Based on data drawn from interviews conducted with a sample of B2B distribution firms, we argue that capitalizing on digital DCs—digital sensing (i.e., digital mindset crafting and digital scenario planning), digital seizing (i.e., engaging in strategic agility and balancing a digital portfolio), and digital transformation (i.e., navigating the innovation ecosystem, redesigning the internal structure, and improving digital maturity), —helps to prevent business failure during a pandemic.