O mix de marketing do alimento Halal produzido e exportado pelas empresas brasileiras

Luana Lopes de Oliveira; Thelma Valéria  Rocha

doi:10.23925/2178-0080.2025v27i3.71582

Автор(и)

Luana Lopes de Oliveira ESPM https://orcid.org/0000-0003-4401-276X
Thelma Valéria Rocha ESPM https://orcid.org/0000-0002-3825-4343

DOI:

https://doi.org/10.23925/2178-0080.2025v27i3.71582

Ключові слова:

estratégia de marketing global, Halal, mix de marketing

Анотація

Este artigo investiga como as empresas de médio porte de alimentos Halal no Brasil atuam em suas estratégias de marketing para a exportação. Foi desenvolvida uma pesquisa qualitativa com abordagem exploratória, baseada em entrevistas em profundidade com seis experts. Como principais resultados, percebe-se que o Brasil pode investir mais em fortalecer a marca país influenciando as ações que ocorrem após a exportação para que o cliente final tenha contato com o reconhecimento da marca país, estreitando a relação entre produtor e consumidor e assim, possível aumento de fidelização, e indo além da exportação, o país poderia agregar maior valor aos produtos para poder ter mais flexibilização no custo.

Біографія автора

Thelma Valéria Rocha, ESPM

Professora no Programa de Pós-Graduação em Administração da Escola Superior de Propaganda e Marketing (ESPM), em São Paulo, e possui doutorado em Administração com ênfase em Marketing pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo (FEA-USP). Suas áreas de pesquisa incluem franchising internacional, estratégia de marketing internacional e marketing de relacionamento. Entre suas publicações recentes, destaca-se o artigo “Crisis Management in a Collectivistic Country During the Covid-19 Pandemic”, publicado na revista Internext, que analisa a gestão de crises no setor de franquias durante a pandemia no Brasil .

Посилання

Abdullah, J. B. (2018). Islamic marketing mix: is there a role for Islamic-based strategies?. International Journal of Islamic Marketing and Branding, 3(1), 15-34.

Abdullah, J. B., Hamali, J. H., & Abdullah, F. (2015). Success strategies in Islamic marketing mix. International Journal of Business and Society, 16(3).

Abuznaid, S. (2012). Islamic marketing: addressing the Muslim market.

Abuznaid, S. A. (2020). Islamic marketing and Muslim consumers’ behavior. Asian Journal of Social Science Studies, 5(1), 10-19.

Alam, S., & Mohamed Sayuti, N. (2011). Applying the Theory of Planned Behavior (TPB) in halal food purchasing. International journal of Commerce and Management, 21(1), 8-20.

Al-Karadhawi, Y. (1980). O lícito e o ilícito no Islam. São Bernardo do Campo: Editora Alvorada, s/d.

Alom, M., & Haque, S. (2011) Marketing An Islamic Perspective. World Journal Of Social Sciences, [s. l.], v. 3, n. 1, p. 71-81.

Alon, I. (2000). Master international franchising. Journal of Business & Entrepreneurship, 12(2), 1-18.

Alserhan, B. A. (2010). On Islamic branding: brands as good deeds. Journal of Islamic marketing, 1(2), 101-106.

Asad, H., & Mehboob, I. (2017). Investigating the consumer behavior for halal endorsed products: Case of an emerging Muslim market. Journal of Islamic Marketing, 8(4), 625-641.

Aziz, Y. A., & Chok, N. V. (2013). The role of Halal awareness, Halal certification, and marketing components in determining Halal purchase intention among non-Muslims in Malaysia: A structural equation modeling approach. Journal of International Food & Agribusiness Marketing, 25(1), 1-23.

Bardin, L. Análise de Conteúdo. Tradução de Luís Antero Reto e Augusto Pinheiro. São Paulo: Edições 70, 2016.

Bonne, K., & Verbeke, W. (2008). Religious values informing halal meat production and the control and delivery of halal credence quality. Agriculture and Human values, 25, 35-47.

Cavusgil, S. T. (2010). Negocios internacionais. Pearson Educación.

Creswell, J. W. Projeto de Pesquisa: métodos qualitativo, quantitativo e misto. trad. Luciana de Oliveira da Rocha. 2ª ed. Porto Alegre: Artmed. 2007.

Damirchi, G. V., & Shafai, J. (2011). A guideline to Islamic marketing mix. Interdisciplinary Journal of Contemporary Research in Business, 3(3), 1339-1347.

Doherty, A. M. (2007). The internationalization of retailing: Factors influencing the choice of franchising as a market entry strategy. International Journal of Service Industry Management, 18(2), 184-205.

Febriansyah, R. (2019). Marketing mix 7Ps in Islamic perspective. KnE Social Sciences, 619-625.

Fischer, J. (2012). Branding halal: A photographic essay on global Muslim markets (Respond to this article at http://www. therai. org. uk/at/debate). Anthropology Today, 28(4), 18-21.

Flick, U. (2009). Qualidade na pesquisa qualitativa. In Qualidade na pesquisa qualitativa (pp. 196-196).

Jain, S. C. (1989). Standardization of international marketing strategy: some research hypotheses. Journal of marketing, 53(1), 70-79.

Johanson, J., & Vahlne, J. E. (1977). The internationalization process of the firm—a model of knowledge development and increasing foreign market commitments. In Journal of international Business Studies (pp. 23 - 32)

Johanson, J., & Vahlne, J. E. (1990). The mechanism of internationalisation. International marketing review, 7(4).

Johanson, J., & Wiedersheim-Paul, F. (2017). The internationalization of the firm—four swedish cases 1. In International business (pp. 127-144). Routledge.

Kitchen, P. J. et. Al (2002). Towards a globalized communications strategy: perceptions from New Zealand. Marketing Intelligence & Planning, 20(3), 174-184.

Lada, S., Tanakinjal, G. H., & Amin, H. (2009). Predicting intention to choose halal products using theory of reasoned action. International journal of Islamic and Middle Eastern finance and management, 2(1), 66-76.

Levitt, T. (1983). The globalization of markets.

Marzuki, S. Z. S., Hall, C. M., & Ballantine, P. W. (2012). Restaurant managers' perspectives on halal certification. Journal of Islamic Marketing, 3(1), 47-58.

Morosini, P., Shane, S., & Singh, H. (1998). National cultural distance and cross-border acquisition performance. Journal of international business studies, 29, 137-158.

Öztürk, B. N. (2024). Reasons for Muslim and Christian white meat consumption: examples of England and Turkey. Journal of Islamic Marketing, 15(5), 1203-1231.

Ramos‐Elorduy, J. (2009). Anthropo‐entomophagy: Cultures, evolution and sustainability. Entomological research, 39(5), 271-288.

Rezai, G., Mohamed, Z., & Shamsudin, M. N. (2012). Non‐Muslim consumers' understanding of Halal principles in Malaysia. Journal of Islamic Marketing, 3(1), 35-46.

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, 127-142.

Servgin, E. (1992). The Internationalization Process of Franchise Systems: AConceptual Model. International Marketing Review, 9(5).

Sousa, C. M., & Bradley, F. (2006). Cultural distance and psychic distance: two peas in a pod?. Journal of international marketing, 14(1), 49-70.

Sousa, C. M., & Bradley, F. (2008). Cultural distance and psychic distance: refinements in conceptualisation and measurement. Journal of Marketing Management, 24(5-6), 467-488.

STATE OF THE GLOBAL Islamic Economy Report. Disponível em: https://www.dinarstandard.com/post/state-of-the-global-islamic-economy-report-2022.

Wilson, J. A. (2012). The new wave of transformational Islamic marketing: reflections and definitions. Journal of Islamic marketing, 3(1), 5-11.

Wilson, J. A., et al. (2010). Shaping the halal into a brand?. Journal of Islamic marketing, 1(2), 107-123.

Zou, S., & Cavusgil, S. T. (2002). The GMS: A broad conceptualization of global marketing strategy and its effect on firm performance. Journal of marketing, 66(4), 40-56.

Zou, S., & Tamer Cavusgil, S. (1996). Global strategy: a review and an integrated conceptual framework. European Journal of marketing, 30(1), 52-69.