Navigating business frontier: bridging technology and social responsibility for sustainable enterprises

This study investigates closely at the function of business relationships in promoting social sustainability projects beyond businesses' specific network, analyzing the intersection of business success and social sustainability facilitated by new technologies. The research question explores how new relationships can enable social sustainability thanks to advanced technology beyond business boundaries, considering both present and future perspectives. We analyze the dynamics of relationships in the context of a medium/large ceramic company's social sustainability initiative using a detailed analysis based on single case study methodology. The findings of this study suggest that skilled relationship management can serve as a true catalyst for the development of sustainable practices, with a focus on the social aspect. In particular, the case of the company under consideration, which launched a cardiovascular surgery training program, serves as a real example of the ability of corporate relations to benefit society leveraging on new technologies. Furthermore, the topic contributes to the rich literature in industrial marketing and purchasing, allowing for a better understanding of how relationships may be a crucial driver in the development of sustainable business practices, with a particular emphasis on social welfare. This study, using a combination of theoretical insights and empirical findings, provides new perspectives and practical suggestions for the evolving field of business sustainability, contributing to academic debate and helping managerial decisions in addressing social sustainability challenges.