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Article
Publication date: 12 June 2017

Noha M. El-Bassiouny, Jonathan A.J. Wilson and Suzan Esmat

The purpose of this paper is to present a new conceptualization of sustainability. The authors adopt a macromarketing perspective based on Islamic traditions while delving…

Abstract

Purpose

The purpose of this paper is to present a new conceptualization of sustainability. The authors adopt a macromarketing perspective based on Islamic traditions while delving into divine attributes (AsmaaAllah-ul-Husna) as an extension to the foundational principle of God-consciousness that lies at the heart of Islamic theology and jurisprudence.

Design/methodology/approach

This approach relies on identifying and extending the conceptual overlaps between the literature domains of sustainability, Islamic macromarketing and Islamic theology.

Findings

Through adopting an Islamic lens, the authors identify that relating to divinity empowers the Muslim faithful to mediate between the transient and transcendent, and to make judgments according to the attributes of their creator Allah (the Abrahamic monotheistic God).

Research limitations/implications

The paper adopts a conceptual approach that expands the concept of sustainability from an Islamic perspective to take on a holistic systems approach.

Practical implications

By making these links, the implications are fivefold: the imperative to strive for sustainable activities has greater resonance; the remit of sustainability is wider; the time horizon for accountability is extended; greater risk-tasking is encouraged; and, finally, sustainability is embedded and diffused throughout business activities – as opposed to being an upstream strategic objective.

Social implications

The merge in conceptualization between sustainability and Islamic macromarketing can prove relevant to scholars delving into the new realm of Islamic macromarketing, as well as to both Muslim and non-Muslim communities in their quest for sustainable development.

Originality/value

The paper is original in identifying an unprecedented perspective on sustainability, namely, “Islamic-macromarketing sustainability”, which warrants further future research related to the different stakeholders involved in the Islamic macromarketing system.

Details

Journal of Islamic Marketing, vol. 8 no. 2
Type: Research Article
ISSN: 1759-0833

Keywords

Case study
Publication date: 1 March 2021

Shrouk Mahmoud Abdelnaeim, Noha M. El-Bassiouny and Pallab Paul

Understand the implementation phase of sustainable start-ups. Identifying the 4 Ps of sustainable start-ups. Understand the different types of challenges faced by Up-Fuse…

Abstract

Learning outcomes

Understand the implementation phase of sustainable start-ups. Identifying the 4 Ps of sustainable start-ups. Understand the different types of challenges faced by Up-Fuse regarding their target customers and their value proposition. Highlighting the important strategic decisions that sustainable start-ups have to consider in their business cycle. Analyzing the differences between the market conditions globally and in the Middle East and North Africa (MENA) region.

Case overview/synopsis

Sustainable entrepreneurship is the type of entrepreneurship that is market-oriented and creative while at the same time putting the environment, society and economy into consideration. Sustainable entrepreneurs offer value through their goods and services that are beneficial or at least do not harm the environment or the society. The case provides background information and facts about doing business in the MENA region and Egypt specifically. Afterward, the case study emphasizes the challenges that are faced by sustainable entrepreneurs in Egypt through analyzing the case of a sustainable Egyptian start-up. The case study is on Up-Fuse, one of the sustainable start-ups in Egypt that produce backpacks, shoulder and waist bags, laptop sleeves, cases and pouches. This case study aims at describing the different challenges and strategic decisions that sustainable start-ups go through in Egypt.

Complexity academic level

This case targets undergraduate management students, marketing students, master of business administration students, entrepreneurship students and entrepreneurs. This case can be taught in courses with marketing, entrepreneurship and sustainability focus.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 3: Entrepreneurship.

Details

Emerald Emerging Markets Case Studies, vol. 11 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 19 August 2019

Hadeer Hammad, Viola Muster, Noha M. El-Bassiouny and Martina Schaefer

Conspicuous consumption and sustainable consumption are commonly understood as being in contradiction with each other. Yet, scholars have recently become increasingly…

1660

Abstract

Purpose

Conspicuous consumption and sustainable consumption are commonly understood as being in contradiction with each other. Yet, scholars have recently become increasingly interested in examining positive relationships between these forms of consumption. The purpose of this paper is to conceptualize the synergies and contradictions between sustainable and luxury consumption and proposing whether and how conspicuous motives can foster a shift towards sustainable consumption in newly industrialized countries in general and Egypt in particular.

Design/methodology/approach

This paper is a conceptual note, intended as a starting point and acting as an eye-opener regarding the values inherent in both conspicuous and sustainable consumption and the potential influence that conspicuous motivations could have on the latter.

Findings

The paper discusses the possibilities for and limitations of conspicuous motives to foster sustainable consumption in newly industrialized countries in the Middle East. The adoption of westernized lifestyles, spreading in Middle Eastern countries, can represent a venue for motivating sustainable consumption behaviours as a means of status distinction. On the other hand, the trickle-down effect and the preconditions of visibility and exclusiveness pose risks on promoting sustainable consumption by addressing conspicuous motives.

Practical implications

The paper suggests that the synergistic interplay between conspicuous and sustainable consumption, as well as barriers and motivations underpinning both constructs, needs to be empirically researched, while factoring in the cultural specifics of the countries under study, as cultural nuances can influence the dynamics of interaction between conspicuous and sustainable behaviours.

Originality/value

Given the salience of the relationship between luxury and sustainable consumption and the focus of most studies on early-industrialized countries, insights regarding the possible influences of conspicuous motives on sustainable consumption in newly industrialized countries are warranted. With the scarcity of research examining the ambiguous relationship between conspicuous and sustainable consumption in newly industrialized countries, this paper contributes by providing insights about the conditions that can help conspicuous motives promote sustainable consumption in newly industrialized countries.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 13 November 2017

Noha M. El-Bassiouny

The purpose of this paper is to take the case of the United Arab Emirates (UAE) as a starting point for the analysis of the blend between the notions of halal and luxury…

Abstract

Purpose

The purpose of this paper is to take the case of the United Arab Emirates (UAE) as a starting point for the analysis of the blend between the notions of halal and luxury in the Arab region because the UAE presents an interesting multicultural yet Islamic blend, which has yet not been investigated. Scholarly calls for the assessment of the relationship between consumption and wellbeing have raised interest in conspicuous consumption research. The global phenomenon of luxury consumption has drawn researcher interest at recent times. Despite consumer affluence in the oil-rich Arabian Gulf, research into this phenomenon at this emerging region to-date is still lacking. As the Arabian Gulf is also particularly Islamic, a significant body of literature has addressed halal purchasing yet had failed to examine the intersections between luxury and halal consumption.

Design/methodology/approach

The research takes a qualitative methodological approach utilizing unstructured observation and content analysis of 138 visuals collected from prominent shopping malls in Dubai and Abu-Dhabi during the occasion of the minor Islamic Eid following Ramadan.

Findings

The results show that the UAE consumer culture combines authenticity with modernity portraying highly savvy cosmopolitan consumers sharing the global values of urbanization within the halal parameters.

Research limitations/implications

The limitations relate to the utilization of the qualitative methodological approach; hence, the research findings need to be generalized with caution to relevant contexts. This research should be regarded as a critical starting point in analyzing the syllogisms between the notions of halal and affluence.

Practical implications

The findings are relevant to consumer culture research which looks at the implications of modern consumption within the boundaries of halal. The research presents a critical approach and questioning of the overlaps between halal consumption, responsible consumption and luxury consumption in a unique multicultural and affluent setting which is the UAE.

Social implications

The present paper invites academics and practitioners to introspect into the dimensions of responsible consumption, luxury consumption and halal consumption. It asks the critical metaphorical question of whether halal and luxury consumption are two faces of the same coin.

Originality/value

The research concludes with raising critical questions around the boundaries of luxury consumption from an Islamic perspective, thereby combining elements of religion and cultural approaches to Islamic marketing.

Details

Journal of Islamic Marketing, vol. 8 no. 4
Type: Research Article
ISSN: 1759-0833

Keywords

Abstract

Details

Management & Sustainability: An Arab Review, vol. 1 no. 1
Type: Research Article
ISSN: 2752-9819

Article
Publication date: 24 September 2018

Noha M. El-Bassiouny and Nada Zahran

The purpose of this paper is to draw Islamic marketing researchers’ attention to the potentials that historical nostalgia has for Islamic marketing research.

Abstract

Purpose

The purpose of this paper is to draw Islamic marketing researchers’ attention to the potentials that historical nostalgia has for Islamic marketing research.

Design/methodology/approach

The paper is conceptual in its approach, drawing on extensive literature review on the origins of nostalgia in general and historical nostalgia in specific. The paper also draws on the Holy Qur’an and Islamic marketing research.

Findings

The paper shows that the Islamic philosophy for life and death establishes continuity between the history of the believers in the mundane life and their accountability and, hence, prosperity in the transcendent afterlife (the hereafter). This has connotations for Islamic marketing research. Future research directions are, therefore, stipulated.

Research limitations/implications

The research has implications for Islamic marketing research that draws on Islamic history and civilization.

Practical implications

The research has practical implications toward Islamic marketing researchers who draw on Islamic history, culture and civilization in designing marketing appeals.

Originality/value

The paper is the first to draw attention to the potential overlap between historical nostalgia, and therefore nostalgia proneness and Islamic marketing research domains.

Details

Journal of Islamic Marketing, vol. 9 no. 3
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 20 February 2020

Soha Abutaleb, Noha M. El-Bassiouny and Sara Hamed

The purpose of this paper is to explore the role of religiosity in online collaborative consumption contexts. It analyzes the impact of religiosity in influencing consumer…

Abstract

Purpose

The purpose of this paper is to explore the role of religiosity in online collaborative consumption contexts. It analyzes the impact of religiosity in influencing consumer life decisions and behaviors. The proposed framework is based on the norm activation theory (NAT) with religiosity added to it based on the extant literature. The paper aims to provide implications for marketing researchers and practitioners derived from its analysis and propositions.

Design/methodology/approach

The current paper proposes a model for marketing researchers to consider the role of religiosity as a cultural and psychological factor in influencing online collaborative consumption. The NAT is adopted as the base of the conceptual model. The model posits research propositions on the potential interaction of religiosity with existing relationships in the theory to predict online collaborative consumption behavior.

Findings

The NAT is considered a prominent model in studying pro-environmental behaviors and it was adopted in various studies. Some researchers adopted the theory to study collaborative consumption as a pro-environmental behavior. Religiosity was found to significantly impact pro-environmental behaviors, but no research was found regarding its impact on collaborative consumption. The paper concludes with recommendations for future research and implications to marketing practitioners about the role of religiosity in influencing collaborative consumption behavior.

Originality/value

Although there were few research studies that exist in discussing the role of religiosity in explaining consumer behavior, it could be argued that this paper is the first of its kind, according to the best of the authors’ knowledge, that discusses the role of religiosity in online collaborative consumption contexts through the use of NAT.

Details

Journal of Islamic Marketing, vol. 12 no. 1
Type: Research Article
ISSN: 1759-0833

Keywords

Content available
Article
Publication date: 13 May 2021

Noha M. El-Bassiouny, Wafa El Garah, Hadeer Hammad and Marina Schmitz

Abstract

Details

Journal of Islamic Marketing, vol. 12 no. 3
Type: Research Article
ISSN: 1759-0833

Content available
Article
Publication date: 22 March 2013

Jonathan A.J. Wilson

177

Abstract

Details

Journal of Islamic Marketing, vol. 4 no. 1
Type: Research Article
ISSN: 1759-0833

Content available
430

Abstract

Details

Journal of Islamic Marketing, vol. 4 no. 1
Type: Research Article
ISSN: 1759-0833

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