Data Driven Modelling of Retailer Collaboration Behaviour Using Logistic Regression in B2B

Collaboration between principals and retailers is a strategic factor in improving sales effectiveness in the B2B business sector. However, there is still a gap in understanding the factors that influence the formation of sales collaboration. This study analyzes the influence of retail category, retailer size, and relationship age on the likelihood of sales collaboration between business partners. The method used is a quantitative approach with logistic regression analysis based on survey data from 259 respondents spread across the building materials industry in Java. The results show that only the relationship age variable significantly affects the formation of sales collaboration. Working relationships over five years have created a climate of trust, commitment, and deep organizational learning among business partners. Meanwhile, retail category and retailer size did not significantly affect collaboration. These findings underscore that the success of B2B collaboration is determined more by the quality of long-term relationships and the process of mutual learning rather than by the structural characteristics of the organization. The practical implication of this research is the importance of designing long-term relationship-strengthening strategies as the foundation of sustainable and adaptive sales collaboration to market dynamics. This study also makes a theoretical contribution by enriching the literature on B2B collaboration by integrating relationship duration and inter-partner learning perspectives in emerging markets.