Authors : Abdul Basir Mohamad and Hazlinda Hassan
Abstract: The integrity of halal product is highly demanded by Muslim consumers worldwide. As there is no unified understanding on the halal concept that meets universal standard, some countries may place different concern on the level of halal integrity. Markets with high sensitivity on halal issues might demand high level of halal integrity to be integrated in the product. This scenario might force the exporting firms to adapt its marketing strategy so as to meet their expectation of halal qualities and also to secure its halalness from any potential risk of cross-contaminations. Based on pilot survey with 51 halal exporters, the study found that there is a significance influence of halal integrity on product adaptation strategy. However, there is no significance difference on mean scores for halal integrity and product adaptation strategy among product categories and market segments. The findings have given some thoughts on the development of export marketing strategy in the context of halal industry.
Abdul Basir Mohamad and Hazlinda Hassan, 2011. The Influences of Halal Integrity on Product Adaptation Strategy for Global Trade. International Business Management, 5: 421-426.