Marketing islámico y las oportunidades del mercado Halal: Una revisión sistemática de la literatura

Hugo Jesús Salas-Canales

Resumen

El marketing, como muchas otras áreas del conocimiento, ha evolucionado a lo largo del tiempo. Una de las tendencias que ha comenzado a despertar el interés del sector empresarial y académico es el marketing islámico, el cual se caracteriza por una fuerte influencia de la religión (Islam) en el proceso de decisión de compra; además, dicho consumidor solo adquiere productos y servicios permitidos (conocidos como Halal) por respeto a la ley islámica (Sharia). Para la presente revisión sistemática exploratoria se ha realizado una minuciosa búsqueda bibliográfica, centrándose en artículos científicos publicados durante el período 2015-2021 y localizados en bases de datos bibliográficas de alcance mundial (mayormente en Scopus y Web of Science), pudiéndose evidenciar la carencia de investigaciones sobre el tema en lengua española. Luego de lo anteriormente expuesto, se concluyó que el marketing islámico es una tendencia que ha comenzado a despertar el interés de los investigadores; además, las organizaciones deben ser consecuentes con la doctrina islámica si es que pretenden introducirse y posicionarse en dicho mercado.

Palabras clave

marketing islámico, mercado halal, comportamiento del consumidor musulmán, sharia.

Texto completo:

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Referencias

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