CSR & ISLAMIC MARKETING
 Corporate Social Responsibility (CSR) has been
associated with related terms like business ethics,
corporate performance, corporate accountability,
corporate responsibility and stake holder
involvement. (Hussein Elasrag, 2015)
 a concept whereby companies integrate social and
environmental concerns in their business operations
and in their interactions with their stakeholders on a
voluntary basis" (European Commission, 2002).
 Islamic ethical principles provide a broader
framework for CSR. In terms of responsibility and
accountability, Muslims believe that they will be
accounted for whatever they do in this world in the
hereafter (life after death). In Islam, Muslims verily
have to fulfill the will of Allah in order to seek the
promised rewards in the hereafter.
 The concept of social responsibility and justice
in Islam in light of the holy Qur’an and Hadith
suggests that there seems to be congruence
between the ideals of social responsibility and
justice and business transactions in Islam that
has a significance with prevailing notions of
corporate social responsibility (CSR). (Hussein
Elasrag, 2015)
 The concept of Benevolence (Ihsan) or
kindness to others is a major contributor
towards people’s responsibility towards their
society. Benevolence is defined as “an act
which benefits persons other than those from
whom the act proceeds without any obligation.”
(Hussein Elasrag, 2015)
CHALLENGES AND OPPORTUNITIES IN ISLAMIC MARKETING

 When building international brands in halal-related categories such as food, companies have to produce
products and services that are of top quality and acceptable to their intended markets.

For brands to do well in Halal markets they have to possess the correct accreditation from the relevant authorities.
Halal accreditation is not always connected to product quality, and in some countries, despite government support,
many companies from Islamic countries have not made it to the international stage because their products only
satisfied the accreditation part of the criteria, and not the quality criteria demanded by foreign markets. Government
have to support and educate the companies through seminar, forum or class to guide them.

 In entering new markets, brands need acceptability by consumers, especially with respect to the country-of-
origin.
The absence of powerful branding, consumers are very risk-averse, and tend not to buy products from countries about
which they have doubts or prejudices. For examples, the government bodies have to collaborate with JAKIM (as
Malaysia known as major producer of Halal country) that recognizes certification bodies and halal logos from 42
countries like Australia, China, India, and Philippines.

 Competitive attack from major western brands

Companies need to have Powerful positioning, strong brand names, good value propositions, and that are already
known and respected both globally and in the Muslim world. Companies need to joint MIHAS or any international Halal
expo to expose and introduce their products or services in Halal market.