Virtual relational capital for business development: a case study

Purpose The study aims to investigate virtual relational capital (VRC) to evaluate to what extent virtual relations (VR), obtained by using new technologies, support the development of firms, also considering the increasing sustainability’s needs. The study addresses the literature gap on VRC dynamics through an empirical analysis. Design/methodology/approach The investigation focuses on a single case study in the lighting industry, deepening the case of a small Italian company. The case is analyzed through the lens of the CAOS framework model by Paoloni, nurtured through direct semi-structured interviews with the entrepreneur and some managers and consultants, and data collected via web scraping. Findings VRC, obtained by the use of new technological tools, contributes to developing and fostering the innovation ecosystem in which companies need to create new skills and synergic alliances with other stakeholders. Moreover, VR can improve commercial and sales performance, stakeholder engagement and sustainability, including alignment with the circular economy and waste management principles. VRC can support smaller companies with more limited resources to connect to a broader range of actors, raising their voices with policymakers and other relevant international institutions. Originality/value The study contributes to the theoretical understanding of VRC, especially in an era in which new technologies play a fundamental role for both businesses and people. It also provides practical insights into how companies, especially smaller ones, can maximize their sustainable impact by strategically adopting virtual interactions with meaningful stakeholders like customers, key executive partners, industrial associations and policymakers.