Islam and competitive advantage in marketing

4
canopy tents of madinah

canopy tents of madinah (photo: https://www.flickr.com/photos/rachdian/)

Upon the launch of my latest book “40 Hadith Reflections on Marketing and Business“, I was asked by a reporter on why I saw the need to write the book.

After about 10 paragraphs of responses which hovered around several reasons back and forth, and a few days later, I realised that the fundamental reason has to do with strategic marketing and competitive advantage. In a nutshell, here are my thoughts:

Islam, with its principles, ethics and practices, should be able to offer all businesses a real competitive advantage such that they are able to better create, communicate and deliver value to their customers, employees, even other businesses and the environment in a more sustainable manner with better differentiation and / or lower cost, with better and fair returns in profitability to business and society.

In other words:

Islam should be able to make businesses better for all. Because the core of the Islamic belief is that Islam is a blessing for all, including a blessing for the business industry, including a blessing in being able to make more profits as supposed to conventional business without Islam, including a blessing for even non-Muslims to adopt new models to do business with the Islamic framework for its better benefits.

The model is still a work in progress at the time of this writing. However the air of optimism cannot be denied, with Islamic Finance leading the way, and Islamic markets opening up new industries such as Islamic hospitality, and new graduates trained in marketing fields who are also understanding of the Islamic spirit, fueling the momentum.

See also:  Correcting Brand Islam: Whose Responsibility Is It?

Do you agree? Share your comments.

About Author

I have +10 years of unique industry and academic marketing experience in various sectors of the Islamic Business ecosystem, including integrated marketing communications of Zakat (Islamic alms-giving), product and brand management of Wakaf (Islamic endowments), and marketing and feasibility studies in Islamic Education. My Masters thesis studied factors affecting halal-food purchasing by non-Muslims in Singapore. I’ve also spoken at seminars and conferences including the Global Islamic Marketing Conference. I’ve published several works as academic journal paper, books, newspaper commentaries and website articles. Connect with me on LinkedIn.

4 Comments

  1. hi Nurhafiz i’m very interested in Islamic marketing .I’m a branch manager ar QNB Egypt, in the final stage of my MBA from Cardiff UN.UK.I’m thinking about having islamic marketing as a subject for my Theses.I’m also interested in participation with any activity to enhance the image of islamic marking anywhere.

  2. Salam brother Nurhafiz,

    I look forward to more works from you as I believe that Islam have a lot to offer in the areas of business and marketing. I believe your work will be beneficial for Muslims from around the globe. Keep up the good work!

    Ardy Ismail

    • Nurhafihz Noor on

      Salaam Brother Ardy,

      Thank you very much for your kind words. Yes Islam has so much more to offer, and all of us play a part in this.

Leave A Reply