Halal Reputation Management: combining individual and collective reputation management strategies

-
Halal reputation can be defined as a collective representation of the firm’s past actions & halal performance, and the firm’s future ability to meet halal requirements. Drivers of company’s halal reputation are halal authenticity; trustworthiness of a halal certification of origin; messages by company and supply chain partners; and messages by external stakeholders. Based on the drivers of company’s halal reputation, companies need to track their halal reputation performance and make this a key performance indicator of their business. Instead of a reactive system, based on contemporary compliance with the requirements of a particular halal certification body, towards a more proactive integrated approach of halal reputation management. Combining individual and collective reputation management strategies enhances both the risk avoidance and responsiveness during a halal crisis.  Governments and halal certification bodies carry a heavy responsibility and obligation in limiting reputation damages to companies that have the right intentions with their halal assurance system. 

 For the full publication, please visit: http://www.icrjournal.org/icr/index.php/icr/article/view/621

Comments

Post a Comment

Popular posts from this blog

The International Halal Logistics Standard: IHIAS 0100:2010

-
As Halal is extending towards supply chain management (similar to food safety, where halal integrity is secured from source to the point of consumer purchase : the supermarket or restaurant) it is important to look at halal logistics. Logistics assists supply chains in connecting the individual suppliers, supplier of suppliers, customers, customers of customers to the final consumer: creating a supply network bringing the final halal product to the consumer. Today, even with a simple product as bread, the flour might be imported from China, butter from New Zealand, bread improvers from the Netherlands, seeds from Iran, etc. Supply chains are therefore  complex and international . Complex supply chains , due to the many different supply chain partners bring vulnerabilities along, requiring a ROBUST design in order to protect the halal integrity as good as possible. HalalSecure.com  for example is assisting brand owners for example to better organise and protect their halal s...
Read more

The Halal Supply Chain Model

-
Image
In establishing an integrated halal supply chain (from 'farm to fork' or more precise from 'source to the point of consumer purchase') and optimise the performance of your halal supply chain, it is important to realise what are the components or so called 'logistics building blocks' of a halal supply chain. The figure below presents and overview of the logistics building blocks in organising your halal supply chain. I will discuss each component accordingly. By developing an integrated halal supply chain, the start is the right intention. Halal needs commitment from the top management through a halal policy , which acts as basis for the organisation of the supply chain. There should be a strategic fit between the corporate strategy and the halal policy. Amongst others, the halal policy addresses (1) the responsibility of an organisation in protecting the halal integrity along the supply chain; (2) the scope of halal certification of the organisation; (3) ...
Read more

Introducing the Concept of Halal Reputation Capital

-
Image
Introduction A robust halal reputation holds both intangible and tangible advantages in Muslim markets, resonating with stakeholders such as Muslim consumers, societies, employees, and shareholders. Building a strong halal reputation is essential for fostering positive sentiments toward the organisation and its brands at various levels, ensuring sustainability and market presence. Beyond the direct impact on sales, a solid halal reputation attracts top-tier talent and garners positive social media coverage. This corporate standing should be considered a vital component of market capitalisation, coining the term “halal reputation capital,” which proves to be invaluable for companies, ranging from millions for local enterprises to billions for multinational corporations. Surprisingly, most businesses operating in Muslim markets lack strategies to measure and fortify their halal reputation capital. Why Halal Reputation Capital Matters In the past decade, numerous local and international b...
Read more