Choi Sang Long, Wan Khairuzzaman Wan Ismail and Salmiah Mohd Amin
The purpose of this study is to understand the relationship between the role of internal consultant and role of the HR practitioners in the manufacturing companies of Malaysia.
Abstract
Purpose
The purpose of this study is to understand the relationship between the role of internal consultant and role of the HR practitioners in the manufacturing companies of Malaysia.
Design/methodology/approach
Three main elements in the competency of internal consultation are measured. They are: knowledge in the area of project management; internal coaching ability; and the ability to be a solution provider.
Findings
The HR practitioner needs to overcome many barriers to reach the ultimate goal of becoming a strategic partner in his or her organisation. The findings suggest that the HR executive that understands business strategy is more likely to develop HR processes and procedures that support the implementation of a business strategy and are therefore, better able to involve themselves in organisational development activities on a deeper level.
Research limitations/implications
This study by its very nature is limited by virtue of its having been carried out only on manufacturing companies in Johor, the Southern‐most state of Malaysia. Thus, its findings cannot be generalised. The number of respondents in this study was relatively small (89) and does not fully represent the thousands of HR managers employed by manufacturers in Malaysia.
Practical implications
Even though the findings cannot be used to reflect the overall HR competency of internal consultation in Malaysia, it does serve as an exploratory study that can be expanded more broadly in the future.
Originality/value
The paper can help HR professionals to look more perceptively into the expectations of their CEOs concerning their role as HR practitioners and will be of interest to those working in that area.
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Syeda Nazish Zahra Bukhari and Salmi Mohd Isa
The purpose of this study is to propose a conceptual model of Islamic branding. Based on the theory of self-congruity and existing literature, the conceptual model proposes three…
Abstract
Purpose
The purpose of this study is to propose a conceptual model of Islamic branding. Based on the theory of self-congruity and existing literature, the conceptual model proposes three antecedents that can form the building blocks of Islamic branding.
Design/methodology/approach
The authors have developed a conceptual model to propose the antecedents of the Islamic branding construct based on the theory of self-congruity. The antecedents are adapted from existing literature and customized according to the Muslim consumer market. Three hypotheses are formulated on the basis of the proposed model and justified from existing literature.
Findings
The proposed Islamic branding model can be applied to both local and multinational brands in both Muslim majority and minority markets. Religiosity, Islamic brand knowledge and Islamic corporate social responsibility are proposed as the antecedents of Islamic branding. Muslim consumers are attracted to brands that portray congruity with their religious values. The proposed antecedents of Islamic branding can result in the subsequent formation of an emotional attachment between the Muslim consumer and the respective Islamic brand, and thereby a stronger Islamic brand.
Research limitations/implications
The proposed Islamic branding model has not been empirically tested in this study.
Originality/value
Islamic branding is in the infancy stage of conceptual development. Currently, limited research exists on the operationalization of this construct. A gap exists in the literature regarding models and instruments for the operationalization and development of Islamic branding. The proposed model attempts to fill the conceptual gaps while taking into account the heterogeneity of the Muslim consumer market. Up until now, religiosity, Islamic brand knowledge and corporate social responsibility have not been studied as antecedents of Islamic branding. This study offers new insights by proposing customized brand-building blocks for an organization’s Islamic branding strategy based on theoretical grounds.