Key research themes
1. How can halal supply chain management principles ensure product integrity and consumer trust in complex global markets?
This area examines the distinct challenges and operational requirements in managing halal supply chains to maintain halal integrity across increasingly complex and globalized networks. It matters because halal consumers demand strict compliance not only in ingredients but throughout sourcing, processing, logistics, and certification. Conventional supply chain models focusing on cost and efficiency are insufficient to account for religious, ethical, and credence qualities critical to halal products.
2. What strategic marketing and consumer behavior dynamics influence the acceptance and growth of halal products beyond Muslim consumers?
Research in this theme focuses on the service marketing, consumer knowledge, attitude, and purchase intention especially highlighting the increasing interest and acceptance of halal products among non-Muslim consumers worldwide. It explores how halal is perceived not merely as a religious mandate but as a mark of quality, safety, ethical production, and healthiness. The strategic implications for branding, product design, and targeted marketing are critical for expanding the halal market beyond traditional consumers.
3. How do MSMEs and regional economies leverage halal certification, Sharia principles, and digital technologies to enhance competitiveness in the global halal market?
This research theme investigates the challenges and strategic pathways for micro, small, and medium enterprises (MSMEs), particularly in Southeast Asia, to compete effectively in the global halal economy. It focuses on the role of standardized halal certification, Sharia-compliant trade principles, government policy, digital transformation, and capacity building. Given the large Muslim population and burgeoning demand, unlocking the potential of MSMEs through integrated and inclusive approaches is vital for sustainable industry growth.