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Contributions to Management Science Baker Ahmad Alserhan Veland Ramadani Jusuf Zeqiri Léo-Paul Dana Editors Strategic Islamic Marketing A Roadmap for Engaging Muslim Consumers Contributions to Management Science The series Contributions to Management Science contains research publications in all fields of business and management science. These publications are primarily monographs and multiple author works containing new research results, and also featureselectedconference-basedpublicationsarealsoconsidered.Thefocusofthe seriesliesinpresentingthedevelopmentoflatesttheoreticalandempiricalresearch acrossdifferentviewpoints. ThisbookseriesisindexedinScopus. (cid:129) (cid:129) Baker Ahmad Alserhan Veland Ramadani (cid:129) Jusuf Zeqiri Léo-Paul Dana Editors Strategic Islamic Marketing A Roadmap for Engaging Muslim Consumers Editors BakerAhmadAlserhan VelandRamadani KingTalalSchoolofBusinessTechnology FacultyofBusinessandEconomics PrincessSumayaUniversityfor SouthEastEuropeanUniversity Technology(PSUT) Tetovo,NorthMacedonia Amman,Jordan JusufZeqiri Léo-PaulDana SouthEastEuropeanUniversity RoweSchoolofBusiness Tetovo,NorthMacedonia DalhousieUniversity Halifax,NS,Canada ISSN1431-1941 ISSN2197-716X (electronic) ContributionstoManagementScience ISBN978-3-030-98159-4 ISBN978-3-030-98160-0 (eBook) https://doi.org/10.1007/978-3-030-98160-0 ©TheEditor(s)(ifapplicable)andTheAuthor(s),underexclusivelicensetoSpringerNatureSwitzerland AG2022 Thisworkissubjecttocopyright.AllrightsaresolelyandexclusivelylicensedbythePublisher,whether thewholeorpartofthematerialisconcerned,specificallytherightsoftranslation,reprinting,reuseof illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similarordissimilarmethodologynowknownorhereafterdeveloped. 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ThisSpringerimprintispublishedbytheregisteredcompanySpringerNatureSwitzerlandAG Theregisteredcompanyaddressis:Gewerbestrasse11,6330Cham,Switzerland Contents AnIntroductiontoStrategicIslamicMarketing. . . . . . . . . . . . . . . . . . . 1 BakerAhmadAlserhan,JusufZeqiri,VelandRamadani, andLéo-PaulDana HalalIndustry:ThreatsandBarriers. . . . . . . . . . . . . . . . . . . . . . . . . . . 7 BakerAhmadAlserhan,JusufZeqiri,VelandRamadani, andLéo-PaulDana HalalServiceMarketing:AStrategicPerspective. . . . . . . . . . . . . . . . . . 11 NurhafihzNoor DoestheNon-MuslimSegmentMatterinStrategicIslamic Marketing?ALiteraryInsightwithPracticalImplications. . . . . . . . . . 31 RanaMuhammadAyyub DevelopinganIslamicCorporateCulture. . . .. . . . . .. . . . . . .. . . . . .. 45 RodrigueFontaine SmallandMediumEnterprisesandStrategicMarketing inanEmergingMuslimCountry:TheCaseofIndonesia. . . . . . . . . . . . 63 AhmadRafiki,Miftahuddin,andAtikaRizki ConsumptionasaWayofProduction. . . . . . . . . . . . . . . . . . . . . . . . . . 79 HasanTerzi E-GovernanceProjectsinPublicOrganizations:TheRoleofProject Manager’sIslamicWorkEthicsinAccomplishingITProject Performance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91 AhmadNabeelSiddiquei,ShafqatHussain,MuhammadAliAsadullah, andFahadAsmi E-MarketinginIslamicMarkets. . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . 109 A.K.M.AhasanulHaqueandS.M.H.Kabir v vi Contents ManagingHalalFoodKnowledgeandInnovation:Small andMediumFoodEnterprises’(SMFEs)Performance. . . . . . . . . . . . . 125 K.Noorliza DeterminantsofIslamicBankingIndustryPerformance: DoesEconomicValueAdded(EVA)Matter?. . . . . . . . . . . . . . . . . . . . . 139 NadiaSlimeneandHassanObeid HalalTravel“2.0”andBeyondCOVID-19. . . . . . . . .. . . . . . . . . . . .. . 163 AsadRehman StrategicPerspectivesofIslamicEntrepreneurshipandMarketing. . . . 183 MohammadMominulIslam EntrepreneurshipOrientation,Practices,andPerformanceinIslam. . . 203 AhmadRafiki,Miftahuddin,andAtikaRizki EntrepreneurialFearofFailureduringCrises:SomeInsightsfrom Opportunity-DrivenEntrepreneursinaMuslimEthnicGroup inIndonesia. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 229 DonardGamesandDessyKurniaSari EmergingModestFashionIndustry:WhatPlaysaGreaterRole inModestDressing,ReligionorCulture?Implications forStrategicMarketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 251 NiluferAjaibandRemziAltunişik HalalBlockchainTechnologyApplication:AConsumer ConfidenceandCompetitiveAdvantage. . . . . . . . . . . . . . . . . . . . . . . . . 269 K.Noorliza An Introduction to Strategic Islamic Marketing BakerAhmadAlserhan,JusufZeqiri,VelandRamadani, andLéo-PaulDana Abstract This chapter discuss the Islamic marketing concept and its four distinct stagesthatformalogicalsequencebeforeIslamicmarketingcouldattainthethought leadershippositionitiscapableof.ThesestagesareIslamicMarketing1.0(IM1.0), awareness;IslamicMarketing2.0(IM2.0),Islamizationofexistingtheory;Islamic Marketing3.0(IM3.0),theorymaking;andIslamicMarketing4.0(IM4.0),thought leadership. 1 Introduction Islamicmarketing,anewmemberinthesocialsciencesarena,hasgainedsignificant momentuminthedecade2010–2020(Alserhan,2010).Inthisshortchapter,wewill try to explain its current and possible stages of development over the foreseeable future.Althoughwewillnotbesettingtimeframesforeachofthesestages,wecan confidentlysaythatstageonehasbeenmostlycompletedandthatIslamicmarketing thoughtcurrentlyresidesinthesecondstagewhichisrelatedtotheIslamizationof traditionalmarketingtheories.Movingintostagethreewhereanindependentbody of Islamic marketing theories begins to evolve and stage four where Islamic B.A.Alserhan(*) KingTalalSchoolofBusinessTechnology,PrincessSumayaUniversityforTechnology (PSUT),Amman,Jordan e-mail:[email protected] J.Zeqiri SouthEastEuropeanUniversity,Tetovo,NorthMacedonia e-mail:[email protected] V.Ramadani FacultyofBusinessandEconomics,SouthEastEuropeanUniversity,Tetovo,NorthMacedonia e-mail:[email protected] L.-P.Dana RoweSchoolofBusiness,DalhousieUniversity,Halifax,NS,Canada e-mail:[email protected] ©TheAuthor(s),underexclusivelicensetoSpringerNatureSwitzerlandAG2022 1 B.A.Alserhanetal.(eds.),StrategicIslamicMarketing,Contributionsto ManagementScience,https://doi.org/10.1007/978-3-030-98160-0_1 2 B.A.Alserhanetal. marketing theories are seen as an alternative theory realm will take some time to emerge. Although for stages three and four no time frame could be predicted, it is stillreasonabletosayitwillhappenwithinthedecade2020–2030(Alserhan,2011). 2 Islamic Marketing Stages In the following section, the progress made so far in Islamic marketing will be reviewed. Generally speaking, there are four distinct stages that form a logical sequence before Islamic marketing could attain the thought leadership position it iscapableof.Thesestagesare(Fig.1)asfollows: IslamicMarketing1.0(IM1.0)—awareness IslamicMarketing2.0(IM2.0)—Islamizationofexistingtheory IslamicMarketing3.0(IM3.0)—theorymaking IslamicMarketing4.0(IM4.0)—thoughtleadership 2.1 Islamic Marketing 1.0 (IM 1.0): Awareness In this stage the terms Islamic marketing and Islamic branding came to existence. Starting from the year 2007, if you google these terms, you will get some results including work done in the United Arab Emirates University and also by the Said BusinessSchoolatOxfordUniversity.Bothinstitutionsstartedworkingonthetopic almost simultaneously albeit independently without any prior knowledge of each other’swork.SoonafterthatajournalbythenameofJournalofIslamicMarketing IM 1.0 IM 2.0 IM 3.0 IM 4.0 Worthiness Theory Established as Comparative debate localisation a seperate area research institution Theory Alternative External building expansion theory interest Niche Limited Inward Outward publishing publications directed directed area Fig.1 DevelopmentstagesinIslamicmarketingthought AnIntroductiontoStrategicIslamicMarketing 3 was established by EmeraldPublishing;a conference was organized bySaidBusi- ness School followed shortly by another conference by the University of Malaya. The fieldgot ahuge boost with the launch ofthesuccessful annual Global Islamic Marketing Conference in 2011 organized by the International Islamic Marketing Association (IIMA). In 2015 another journal was launched by Inderscience by the samefounderofthefirstjournalwithEmerald.Duringthesameyear,anotherjournal specializing in Islamic marketing was launched in Arabic by IIMA. Several books werealsopublishedandcontinuetobepublishedstartingfromtheyear2011.Some ofthesebookshavemorethanoneedition. Theseeffortsplayedacrucialroleincreatingawidespreadawarenesswithinthe academiccommunityresultingintheacceptanceofthefieldasalegitimateareaof inquiry. A number of papers addressing various areas in the field were published. These papers addressed issues related to Muslim consumers’ behavior, the Islamic marketing mix, Islamic branding, Islamic promotions and advertising, Halal prod- ucts,theHalalvaluechain,andothercloselyrelatedissues. ItisimportanttonotethatthenewIslamicmarketing-relatedjournals,books,and conferences were in part a response to the difficulty in publishing in mainstream journals,whereeditorswerereluctanttoacknowledgetheworthinessofthefieldas an area of scientific inquiry. However, a quick survey of the number of articles published in mainstream journals addressing areas of Islamic marketing reveals a massive surge during the decade 2010–2020, which could be attributed at least in part the level of awareness created by the Islamic marketing books, journals, and conferences. 2.2 Islamic Marketing 2.0 (IM 2.0): Islamization of Existing Theory Atthisstage,althoughthenewgenerationofresearcherswillnothavetoendurethe agonyoftryingtopublishasthefirstgenerationdid,theywillalsonotexperiencethe joythatwasassociatedwithintroducingIslamicmarketingtotheworldforthefirst time.TheircontributionstoIslamicmarketingtheorywillrevolvearoundtraditional theoryexpansiontoincorporateIslamicconceptsorsometypeoftheorylocalization whereestablishedtraditionaltheoriesaremodifiedtofittheneedsandcultureofthe Muslimconsumers. Thefieldatthisstage,althoughestablished,remainsanareaofnichepublishing. Manyoftheresearcherswhowriteandpublishherearecapitalizingonthepublish- ing possibility ina new attractive area. The extent of thewritingsat this stage will revolvearoundadopting/adaptingcurrenttheory.Manyofthepapersinthisareaare basically copying research models used in published papers and using the same independent/dependent variables but within a Muslim consumer context. Other studies might add moderators or mediators to the model. This stage could be seen