Can Islamic marketing strategies and practices be a source of competitive advantage for Shariah-Compliant Companies? An exploratory study of FMCG firms

Abstract/Description

There is a notable research gap regarding the practical implementation of Islamic marketing strategies and practices in the Fast-Moving Consumer Goods (FMCG) sector and their role in achieving sustainable competitive advantage. Despite Islamic marketing's growing academic and practical prominence, empirical inquiries into its effect on competitive performance in emerging markets like Pakistan are limited. Specifically, clarity is needed on how Islamic marketing strategies translate into distinctive competitive advantages compared to conventional marketing approaches.

To address this gap, this study is guided by three research questions: 1.Why Islamic marketing strategies and practices are implemented by Shariah-compliant FMCG companies in Pakistan; 2. How they provide a competitive advantage to these companies; and 3. What challenges are faced during implementation.

The methodology employs a qualitative-inductive approach within the philosophical lens of critical realism. An embedded case study strategy is used, with the marketing function of Shariah-compliant FMCG companies in Karachi, Pakistan as the main case and marketing managers/decision makers as the unit of analysis. Participants will be selected using purposive and snowball sampling, targeting 12-15 individuals for data saturation. Data collection will primarily involve semi-structured interviews analyzed using thematic analysis. The study has a cross-sectional time horizon.

The potential contribution of this research is multifaceted. It aims to enrich empirical literature on Islamic marketing in the FMCG sector from a strategic marketing management viewpoint and add to the understanding of sources of competitive advantage. Furthermore, findings can assist marketing professionals in Shariah-compliant firms develop effective, ethically-aligned strategies and provide valuable insights for policymakers and Shariah advisory bodies.

Keywords

Embedded case study, Islamic marketing strategies, fast moving consumer goods, sustainable competitive advantage

Track

Marketing

Session Number/Theme

Marketing - Session II

Start Date/Time

13-6-2025 2:15 PM

End Date/Time

13-6-2025 3:55 PM

Location

MCC – 15 AMAN CED Building

Comments

Ayesha Latif Shaikh is a student of PhD at College of Business Management, Institute of Business Management

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Jun 13th, 2:15 PM Jun 13th, 3:55 PM

Can Islamic marketing strategies and practices be a source of competitive advantage for Shariah-Compliant Companies? An exploratory study of FMCG firms

MCC – 15 AMAN CED Building

There is a notable research gap regarding the practical implementation of Islamic marketing strategies and practices in the Fast-Moving Consumer Goods (FMCG) sector and their role in achieving sustainable competitive advantage. Despite Islamic marketing's growing academic and practical prominence, empirical inquiries into its effect on competitive performance in emerging markets like Pakistan are limited. Specifically, clarity is needed on how Islamic marketing strategies translate into distinctive competitive advantages compared to conventional marketing approaches.

To address this gap, this study is guided by three research questions: 1.Why Islamic marketing strategies and practices are implemented by Shariah-compliant FMCG companies in Pakistan; 2. How they provide a competitive advantage to these companies; and 3. What challenges are faced during implementation.

The methodology employs a qualitative-inductive approach within the philosophical lens of critical realism. An embedded case study strategy is used, with the marketing function of Shariah-compliant FMCG companies in Karachi, Pakistan as the main case and marketing managers/decision makers as the unit of analysis. Participants will be selected using purposive and snowball sampling, targeting 12-15 individuals for data saturation. Data collection will primarily involve semi-structured interviews analyzed using thematic analysis. The study has a cross-sectional time horizon.

The potential contribution of this research is multifaceted. It aims to enrich empirical literature on Islamic marketing in the FMCG sector from a strategic marketing management viewpoint and add to the understanding of sources of competitive advantage. Furthermore, findings can assist marketing professionals in Shariah-compliant firms develop effective, ethically-aligned strategies and provide valuable insights for policymakers and Shariah advisory bodies.