Who Manages B2B Relationships? A Hybrid Cluster Analysis of Demographic, Occupational, And Organizational Profiles in Indonesia

This study aims to identify the profiles of individuals engaged in business-to-business (B2B) relationships in Indonesia and to evaluate the consistency and external relevance of these profiles. The study employs an exploratory quantitative approach using a cross-sectional survey design. A total of 273 responses that met the criteria were analyzed using sequential hybrid clustering, which combines Two-Step Cluster Analysis and K-Modes. Cluster formation was based on age, education, work experience, job title, and field of work, while company size, industry, and type of business partner were used as external validation variables. The results identified five profiles of B2B relationship practitioners: operational relationship professionals, early-career commercial staff, highly educated commercial staff, commercial supervisors, and support function staff. Differences in profiles are primarily shaped by job function, education, age, and job level. Cluster distributions also vary based on company size, industry, and the type of primary business partner. A comparison of TwoStep and K-Modes showed a moderate level of convergence, indicating that the cluster solutions are adequate for exploratory interpretation but still require further validation. These findings expand B2B segmentation from customers and buyer companies to the individuals who manage interorganizational relationships. In practical terms, the resulting profiles can help companies tailor training, staffing, career development, and cross-functional coordination.