Author(s): Sujatha N Sheeri and Sujaya H
A study looks into how operational inefficiencies and structural challenges effect business-to-business (B2B) relationships in desiccated coconut firms in Tumkur, Karnataka. Strategic business-to-business relationships are critical in rural agro-processing for increasing production, pricing power, and market competitiveness. Purpose: To identify important operational inefficiencies, assess B2B relationship dynamics, and investigate how marketing systems and policy frameworks affect desiccated coconut units' competitiveness. Methodology: A standardized questionnaire with a 5-point Likert scale was given to 306 people from Tiptur, Sira, and Chikkanayakanahalli taluks. Unit owners, managers, technicians, and coordinators were some of the stakeholders. The operational issues, B2B structures, and institutional support variables were analyzed using descriptive statistics, OLS regression, chi-square analysis, and factor analysis. Cronbach's Alpha was used to determine reliability. Major Findings: A lack of market links has a substantial impact on B2B outcomes. Regular collaboration leads to better pricing and supply decisions. Policy uncertainty and a lack of government assistance diminish competitiveness. Formal B2B contracts, digital marketing, and established procurement processes are required for industry growth.