Khawaja Muhammad Imran Bashir, Jin-Soo Kim, Md Mohibbullah, Jae Hak Sohn and Jae-Suk Choi
This study aims to investigate the current and future status of overseas halal food marketing and develops strategies for improving the competitiveness of Korean seafood companies…
Abstract
Purpose
This study aims to investigate the current and future status of overseas halal food marketing and develops strategies for improving the competitiveness of Korean seafood companies in the global halal food market.
Design/methodology/approach
The research uses a case study approach and a semi-structured review of previously published data. Evidence collected from literature reviews, supported by research studies, anecdotal proof, personal reflection and experience is also used. It also considers the perspectives of various stakeholder groups in the global halal food supply chain.
Findings
The global halal food market is forecasted to reach US$1.914tn in 2021. At present, Korea holds a small share of this market. To enter the emerging Islamic market, there is a need to develop strategies. This study recommends the following main strategies to improve the competitiveness of Korean seafood companies in the halal food market: reduce mistrust by improving halal authentication and certification standards; understand consumer behavior and develop marketing strategies according to the respective country’s socioeconomic and geographic status; train industry employees and develop competitive halal seafood products; exploit the rising global influence of Hanryu; establish a halal logistics/supply chain and halal industrial parks; and promote digital marketing and tourism. Moreover, the government should also subsidize halal seafood development, as well as provide export and international trade insurances.
Originality/value
As the Muslim population continues to grow, the importance of global halal food marketing also increases. Therefore, strategies for improving the competitiveness of Korean seafood companies in the global halal food market need to be taken into account.
Details
Keywords
Reza Ashari Nasution, So Won Jeong, Byoungho Ellie Jin, Jae-Eun Chung, Heesoon Yang, Robert Jeyakumar Nathan and Devi Arnita
The purpose of this study is to explore the acculturation caused by the Korean wave among Indonesian Muslim consumers, especially in the food and cosmetic sectors, based on…
Abstract
Purpose
The purpose of this study is to explore the acculturation caused by the Korean wave among Indonesian Muslim consumers, especially in the food and cosmetic sectors, based on religious grounds.
Design/methodology/approach
Data were collected through focus group interviews with 20 Muslim respondents in Indonesia.
Findings
The findings specifically highlighted that Muslim consumers’ acceptance of Korean products varied. Muslim consumers’ acceptance was influenced by similarities and differences in values between Islamic and Korean cultures. Consumers categorised into each acculturation mode (assimilation, separation, integration and marginalisation) showed different behavioural patterns in Korean product acceptance. This study proposes that global products can be optimised through specific and targeted marketing campaigns for different types of Muslim consumers with products that comply with their religious values.
Originality/value
Few studies have explored the importance of religious values (e.g. righteousness, compassion and respect for others) with respect to the acceptance of foreign products in the acculturation context. Additionally, how values from other cultures reconcile with the Indonesian Muslims’ affinity for Korean culture has been limitedly studied. This study aims to fill these gaps by identifying the role of religious factors in the acceptance of global products by taking the example of Indonesian Muslim consumers and Korean products.
Details
Keywords
Abderahman Rejeb, Karim Rejeb, Suhaiza Zailani and Yasanur Kayikci
Halal food (HF) has received significant attention from scholars and practitioners. However, no studies have explored the distinct role played by HF literature as part of…
Abstract
Purpose
Halal food (HF) has received significant attention from scholars and practitioners. However, no studies have explored the distinct role played by HF literature as part of knowledge diffusion. Given the increasing number of scholarly outputs, this study aims to examine the HF development over the past decades comprehensively, including emerging topics and knowledge transmission paths and structure.
Design/methodology/approach
This study conducted a keyword co-occurrence network analysis and main path analysis (MPA). The MPA included four types of main paths to trace the historical formation of HF based on 253 articles extracted from the Web of Science database.
Findings
The findings show that: HF research revolves around several dimensions, including HF safety and trust, halal certification, HF supply chain management and attitudes towards HF purchasing, and the focus of HF research has shifted from the business perspective to the consumer perspective. In recent years, there has been a trend to explore how blockchains can benefit HF supply chains by improving traceability, transparency and consumer trust in HF.
Originality/value
This study addresses the need to examine the knowledge diffusion paths in the HF domain. This study offers a framework to investigate the knowledge dissemination and structure, helping researchers deal with hundreds of articles effectively and increasing their understanding of the past, present and future research trends in the HF domain.