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Marketing Communication.

At the undergraduate level, this case can be used in marketing courses such as Marketing Fundamentals, Marketing Management, Marketing Communication and Consumer Behavior. This case may also be used for Master's level students for Quality when focusing on safety/security in offices and factories.

This case is used to introduce the concept of B2B and B2C marketing and explore the possibilities of converting an industry that essentially uses B2B marketing communication to choose B2C options. This case is also important for creating awareness on safety and preventive measures in the face of a fire crisis.

Understanding the role of marketing communication. Differentiating between B2B and B2C markets. Exploring the application of B2C marketing communication in the fire suppression systems market in the Middle East.

Teaching notes.

The purpose of this paper is to introduce Halal certification as a new marketing paradigm which marketers can use to differentiate their products and services in the current competitive environment.

In total, 151 questionnaires were distributed to the business student population from different universities in United Arab Emirates (UAE). The self‐administered questionnaire required the respondents to answer demographics questions on emirate of residence within UAE, gender, age and nationality, followed by specific questions to determine if respondents actively seek Halal certification for various products and services and if they were aware of brands offering certification. The questionnaire concluded with an open‐ended question to find out what Halal certification meant to the respondent.

The application of statistical tools indicated that, although the concept of Halal is familiar to the students, their awareness of whether products are Halal certified and their knowledge about Halal brands is extremely low.

This paper suggests a model for marketers to brand their products and services by seeking, highlighting and communicating Halal certification in the UAE and possibly extending to the world markets.

The paper suggests that consumers are not exposed enough to Halal certification and Halal brands through marketing communication and suggests the greater use of marketing and branding to promote and sell Halal products and services. It has immediate practical relevance to marketing practitioners and strategic planners.

The purpose of this paper is to propose a food supply chain (SC) integrity framework in the context of halal food.

This paper provides a discussion on the development of food SC integrity framework using triangulation of interviews’ insights with literature.

Current industry practices such as standards have not been sufficient in embracing the concept of food SC integrity. As the food SC is complex, food SC integrity framework is proposed as a solution. This paper proposes food SC integrity framework for halal food. It consists of four dimensions, namely: raw material, production, service, and information integrity. In addition, key elements for each dimension are derived from the interviews’ insights.

The framework provides the evidence that the safeguarding of halal food integrity does not rely solely on certification; but it requires an extensive effort beyond certification.

Safeguarding of food integrity should involve all stages and actors of the SC. Religious standards should incorporate SC integrity profiling through a controlling mechanism to promote higher food product integrity.

Food SC integrity framework is important to religious food as it plays a significant role to the population. This study contributes to a newly developed SC integrity framework in the context of halal food.