Local MSME Partnership as a Form of Sustainable Business Practice: A Case Study of Bali Chai Tea

This study aims to examine the role of organizational communication in strengthening sustainable partnerships between Bali Chai Tea and local MSMEs in Bali. Using a qualitative approach and case study design, the research explores communication practices, partnership patterns, and stakeholder management in a real-world context. Based on organizational communication theory, the study investigates how participatory and open two-way communication influences the effectiveness of coordination, decision-making, and trust building between Bali Chai Tea and its partners. Data were collected through in-depth interviews with owners, employees, and MSMEs representatives, as well as document analysis such as policies, partnership agreements, and corporate communication materials, which were then analyzed using a thematic approach. The results show that organizational communication not only functions as a tool for exchanging information, but also as a strategic mechanism to support sustainable business practices. Bali Chai Tea combines digital communication and face-to-face interactions to build responsive coordination, transparency, and strong interpersonal relationships. Sustainability practices are seen in the full payment system, technical assistance, and efforts to break the chain of middlemen, which contribute to social justice and the sustainability of the people’s economy. This research provides new insights into how organizational communication can be a key driver of sustainability in MSME partnerships, fostering an inclusive, competitive, and resilient business ecosystem that is aligned with the Sustainable Development Goals (SDGs).