An Analysis of Marketing Challenges and Opportunities in Developing Markets for Halal Products as Emerging Islamic Economies

Shams, Alireza; ROUSTA, ALIREZA; Asayesh, Farzad

doi:10.22034/ijts.2025.2061718.4144

An Analysis of Marketing Challenges and Opportunities in Developing Markets for Halal Products as Emerging Islamic Economies

Document Type : Research Paper

Authors

Alireza Shams ¹

ALIREZA ROUSTA ²

Farzad Asayesh ³

¹ Department of Business Management, Kish International Campus, Islamic Azad University, Kish, Iran Department of Business Management, Kish International Campus, Islamic Azad University, Kish, Iran

² Department of Business Management, ShQ.C., Islamic Azad University,Tehran , Iran

³ ‏Department of Business Management, ShQ.C., Islamic Azad University, Shahr-e Qods, Iran

10.22034/ijts.2025.2061718.4144

Abstract

Emerging Islamic economies, characterized by large populations and high economic growth rates, represent key m\arkets for the development of the halal products industry. This study explores the challenges and opportunities of marketing halal products in developing markets and proposes optimal strategies for success. This research employs a qualitative approach, drawing on in-depth interviews with industry experts, secondary data analysis, and examination of industry reports to gather comprehensive insights into the trends, challenges, and opportunities in these markets. Data analysis was conducted using the grounded theory method with the aid of MAXQDA software.
The study reveals that the main marketing challenges for halal products in emerging economies include the lack of harmonized halal standards, underdeveloped logistical infrastructure, limited digital marketing capabilities, and competition from international brands. Simultaneously, significant opportunities were identified, such as the growth of e-commerce, increased international investment, increasing global demand for halal products, and the emergence of advanced technologies in the halal industry. The findings suggest that developing effective marketing strategies focused on halal certification standardization, strengthening distribution networks, leveraging digital technologies, and expanding international collaborations can help increase the market share of halal brands in emerging economies. This study offers actionable insights to support policymakers and industry stakeholders in enhancing the global presence of halal products.

Keywords

Halal Product Marketing, Emerging Islamic Economies, Halal Standards, e-commerce, Marketing Strategies

Subjects

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