CTH: Communication of Organic Adhocracy Empowerment of MSMEs Large Family

Abstract

This study aimed to understand the organization and communication process of the Cooperative Trading House (CTH) which encouraged micro, small, and medium enterprises (MSMEs) to be more involved in communication to enhance business opportunities. This research used an interpretive paradigm with the Grounded Method Theory (GMT) approach. The data were collected through interviews and documentation. Researchers conducted interviews with 17 key informants including the head of the main organization, expert staff, owners of MSMEs, and trainers. Then, the data were analyzed by a quasi-qualitative design. The results showed that CTH was an adhocracy with an organic structure configuration; a small organization with a basic structure, but it seemed considerable with nearly 7 million members of MSMEs. Grounded Theory is a non-profit organization such as CTH which can survive and take a strategic role as the head of a large family sustainably by merging into the members' business; involve expert staff, consultants, entrepreneurs, trainers, mentors, and other professionals in the project team; implement empowerment business communication patterns with a spirit of brotherhood, friendship, cooperation to live and nurture, and strengthen each other for the sake of mutual progress; develop ethics of honesty, mutual trust, mutual interest, and fairness in profit sharing. Research findings are discussed in an organizational and communication context.

Keywords: Cooperative Trading House, MSMEs, organizational communication

DOI: 10.7176/PPAR/11-2-03

Publication date:March 31^st 2021