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This paper aims to find several factors from religiosity aspects (perceived religiosity on property [PRP], perceived Islamic debt principle, perceived maqasid on homeownership, Shariah-compliant products [SCPs]) and financial aspects (mortgage repayment policy [MRP], well-versed bankers, perceived financial benefit [PFB], perceived risk), which influence the willingness of low-income people to choose Sharia-subsidized Kredit pemilikan rumah/mortgage (KPR) in Indonesia.

Research data was obtained from 235 respondents and analyzed using the partial least square-structural equation modeling method.

The research results show that PRP, SCPs, MRP and PFBs significantly influence the willingness to choose Sharia-subsidized mortgage. The practical implication that can be applied to increase the willingness of low-income people to choose Sharia-subsidized mortgage is by promoting it more massively with elements of community religiosity.

Sharia banking as the bank implementing Sharia-subsidized mortgage can consider the financial benefits of the debtor by implementing payment policies that make it easier for customers who have financial difficulties, such as rescheduling and payment holiday policies so that public interest in choosing Sharia-subsidized mortgage increases, so the problem of housing needs in low-income people can find its solution.

By the end of this case study analysis, students are expected to understand the dynamics of global markets by identifying institutional voids in prospective export destinations using the framework by Khanna and Palepu; evaluate potential export destinations for Nablus Soap Company (NSC), taking into account the identified institutional voids and their implications for market entry.

Formulate strategies for NSC to address institutional voids and manage exports effectively to the selected country.

Assess various global expansion strategies beyond exporting for NSC, examining their respective advantages, disadvantages, and feasibility within the context of the company’s goals.

Analyze the factors that contributed to NSC’s successful expansion into 72 countries, despite the longstanding challenges faced by Palestinians since 1948, including the recent impact of the 2023 situation in Gaza on the West Bank.

This case study provides students with an in-depth understanding of the Palestinian economy, focusing on the NSC, a small and medium enterprise in the olive soap industry. Founded by Mojtaba Tbeleh in 1971, NSC’s legacy spans 400 years. It is known for crafting handmade, 100% natural soap with olive oil as a key ingredient. As of November 2023, NSC has successfully expanded its exports to more than 72 countries. Despite this achievement, the company faces significant challenges due to various restrictions, particularly those imposed by occupying forces. The case study provides insights into NSC’s international expansion challenges, guiding students in understanding how institutional voids in potential expansion destinations impact market entry decisions. It encourages them to identify these voids select appropriate markets and formulate strategies to leverage NSC’s global expansion potential.

This case study is suitable for undergraduate- or postgraduate-level students.

Teaching notes are available for educators only.

CSS 5: International business.