Entrepreneurial Islamic Marketing: Opportunity Creation, Ethical Persuasion, And Market Development In Muslim Economies
DOI:
https://doi.org/10.56633/jsie.v7i2.1652Keywords:
entrepreneurial marketing, Islamic marketing, opportunity creation, ethical persuasion, market development, entrepreneurshipAbstract
This study reconstructs entrepreneurial marketing through an Islamic marketing lens by asking how opportunity creation, experimentation, persuasion, and market development change when entrepreneurial action is governed by Shariah-based legitimacy and societal accountability. A critical integrative review and thematic synthesis was conducted across a curated corpus of Islamic marketing, Islamic business, small-firm, halal, ethics, and market-development sources, complemented by foundational entrepreneurial-marketing and effectuation literature. The findings show that entrepreneurial Islamic marketing cannot be reduced either to religiously branded entrepreneurship or to conventional entrepreneurial marketing with ethical constraints added afterward. Its distinctiveness lies in legitimating opportunities before scaling them, practicing bounded bricolage, treating persuasion as informed value translation rather than vulnerability exploitation, mobilizing networks as trust infrastructure, and evaluating market creation through inclusive welfare effects. The article proposes an Entrepreneurial Islamic Market-Creation Architecture (EIMCA) linking opportunity legitimation, resourceful value experimentation, ethical persuasion, networked market enactment, and inclusive market development. Five empirically testable propositions are advanced.
References
Alserhan, B. A. (2011). The principles of Islamic marketing. Gower Publishing.
Alserhan, B. A., Ramadani, V., Zeqiri, J., & Dana, L.-P. (Eds.). (2022). Strategic Islamic marketing: A roadmap for engaging Muslim consumers. Springer. https://doi.org/10.1007/978-3-030-98160-0
Arham, M. (2010). Islamic perspectives on marketing. Journal of Islamic Marketing, 1(2), 149–164. https://doi.org/10.1108/17590831011055888
Baker, T., & Nelson, R. E. (2005). Creating something from nothing: Resource construction through entrepreneurial bricolage. Administrative Science Quarterly, 50(3), 329–366. https://doi.org/10.2189/asqu.2005.50.3.329
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
Haque, A. K. M. A., Sarwar, A., Yasmin, F., Tarofder, A. K., & Hossain, M. A. (2015). Non-Muslim consumers’ perception toward purchasing halal food products in Malaysia. Journal of Islamic Marketing, 6(1), 133–147. https://doi.org/10.1108/JIMA-04-2014-0033
Hills, G. E., Hultman, C. M., & Miles, M. P. (2008). The evolution and development of entrepreneurial marketing. Journal of Small Business Management, 46(1), 99–112. https://doi.org/10.1111/j.1540-627X.2007.00234.x
Jafari, A., & Sandıkcı, Ö. (2015). ‘Islamic’ consumers, markets, and marketing: A critique of El-Bassiouny’s (2014) ‘The one-billion-plus marginalization’. Journal of Business Research, 68(12), 2676–2682. https://doi.org/10.1016/j.jbusres.2015.04.003
Kadirov, D. (2014). Islamic marketing as macromarketing. Journal of Islamic Marketing, 5(1), 2–19. https://doi.org/10.1108/JIMA-09-2012-0054
Kotler, P., Kartajaya, H., Huan, H. D., & Mussry, J. (2023). Entrepreneurial marketing: Beyond professionalism to creativity, leadership, and sustainability. Wiley.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.
Morris, M. H., Schindehutte, M., & LaForge, R. W. (2002). Entrepreneurial marketing: A construct for integrating emerging entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice, 10(4), 1–19. https://doi.org/10.1080/10696679.2002.11501922
Nestorović, Č. (2016). Islamic marketing: Understanding the socio-economic, cultural, and politico-legal environment. Springer. https://doi.org/10.1007/978-3-319-32754-9
Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic analysis: Striving to meet the trustworthiness criteria. International Journal of Qualitative Methods, 16, 1–13. https://doi.org/10.1177/1609406917733847
Prabowo, S., Abd Rahman, A., Ab Rahman, S., & Abu Samah, A. (2015). Revealing factors hindering halal certification in East Kalimantan Indonesia. Journal of Islamic Marketing, 6(2), 268–291. https://doi.org/10.1108/JIMA-05-2014-0040
Saeed, M., Ahmed, Z. U., & Mukhtar, S.-M. (2001). International marketing ethics from an Islamic perspective: A value-maximization approach. Journal of Business Ethics, 32(2), 127–142. https://doi.org/10.1023/A:1010718817155
Saeed, M., & Baig, A. K. (2013). Islamic Shari’ah-compliant marketing. International Journal of Social Entrepreneurship and Innovation, 2(2), 166–178. https://doi.org/10.1504/IJSEI.2013.054160
Sandıkcı, Ö. (2011). Researching Islamic marketing: Past and future perspectives. Journal of Islamic Marketing, 2(3), 246–258. https://doi.org/10.1108/17590831111164778
Sandıkcı, Ö., & Rice, G. (Eds.). (2011). Handbook of Islamic marketing. Edward Elgar Publishing.
Sarasvathy, S. D. (2001). Causation and effectuation: Toward a theoretical shift from economic inevitability to entrepreneurial contingency. Academy of Management Review, 26(2), 243–263. https://doi.org/10.5465/amr.2001.4378020
Shafiq, A., Haque, A., Abdullah, K., & Jan, M. T. (2017). Beliefs about Islamic advertising: An exploratory study in Malaysia. Journal of Islamic Marketing, 8(3), 409–429. https://doi.org/10.1108/JIMA-02-2015-0018
Shane, S., & Venkataraman, S. (2000). The promise of entrepreneurship as a field of research. Academy of Management Review, 25(1), 217–226. https://doi.org/10.5465/amr.2000.2791611
Thomas, J., & Harden, A. (2008). Methods for the thematic synthesis of qualitative research in systematic reviews. BMC Medical Research Methodology, 8, Article 45. https://doi.org/10.1186/1471-2288-8-45
Tieman, M. (2015). Halal clusters. Journal of Islamic Marketing, 6(1), 2–21. https://doi.org/10.1108/JIMA-05-2014-0034
Tieman, M. (2021). Halal business management: A guide to achieving halal excellence. Routledge.
Wilson, J. A. J., Belk, R. W., Bamossy, G. J., Sandıkcı, Ö., Kartajaya, H., Sobh, R., Liu, J., & Scott, L. (2013). Crescent marketing, Muslim geographies and brand Islam: Reflections from the JIMA Senior Advisory Board. Journal of Islamic Marketing, 4(1), 22–50. https://doi.org/10.1108/17590831311306336
Wilson, J. A. J., & Liu, J. (2010). Shaping the halal into a brand? Journal of Islamic Marketing, 1(2), 107–123. https://doi.org/10.1108/17590831011055851
