Role of Computer Mediated Communication (CMC) in growing trading organization in Pakistan

Abstract: In third world countries like Pakistan, companies are growing their trading business with remarkable pace. Increase in business volume has raised the challenges to keep growth sustainable. Communication is one of the biggest challenges for most of small size trading and marketing companies in the region. Face-to-face communication is only type of communication available in companies for inter departmental and intra departmental communication. Although face-to-face is one of the best type of communication but it is not possible to have face-to-face communication all the time with all employees especially when volume of company is growing with remarkable pace. In result company faces challenges like information delay, information lost or communication handicap. These challenges affect efficiency and effectiveness of company. We performed qualitative survey with directors and employees of Abuzar Marketing and Trading Company to develop deep understanding with communication problem to eliminate it. Analyzing empirical data and literature, it is found that Computer Mediated Communication (CMC) provides synchronous and asynchronous types of communication, which could help the company to overcome communication challenges with several other potential benefits e.g. knowledge sharing, employees training, democracy in batter manners.  Since every company in region is facing similar problem, general recommendation and precautions are made to introduce computer mediated communication (CMC).