Cultivating export market oriented behavior in halal marketing

Purpose – The purpose of this paper is to highlight the development of global halal marketing by assessing its current status, challenges and issues within and measures taken to improve it. Strategic marketing conception from the perspective of export market orientation behaviors is offered to help foster industrial innovation to create a halal economy. Design/methodology/approach – The development of a global halal market is first assessed and its current status is highlighted. The issues and challenges within are identified and explored, followed by a consideration of measures already taken to rectify and improve the situation. Strategic export market orientation behaviors perspective is offered to encourage industrial innovation within the complex global halal market, to ultimately establish a halal economy. This is done by going through the relevant scholarly discussions in various international conferences and available published literatures. Findings – The paper identifies three major issues and challenges in global halal marketing and what has been done and can been done to rectify and improve the situation, particularly from the perspective of strategic export market orientation behaviors. Research limitations/implications – The discussion is limited to its conceptual boundaries and in the long run requires empirical research to enhance its applicability. Practical implications – The discussion offered in the paper is expected to be valuable for global halal marketers seeking strategic marketing design in undertaking the complex market structure and confronting the issues identified. Originality/value – The paper discusses issues and challenges for halal marketing and how to address the issues through the perspective of strategic export market orientation behaviors, for an industrial innovation to form a halal economy.