Reorienting The Marketing Mix Through Halal Labeling for Micro and Small Enterprises in Muslim Countries: A Systematic Literature Review
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Abstract
This study aims to systematically review the literature on reorienting the marketing mix theory (4Ps) through halal labeling for micro and small enterprises (MSEs) in Muslim countries. It seeks to identify how halal labeling transforms each element of the marketing mix and how the proposed framework can provide strategic guidance for MSEs in leveraging the global halal economy. This study employs a systematic literature review approach, analyzing selected articles from leading academic databases covering the period 1980–2025. Thematic conceptual analysis is used to synthesize findings from multiple disciplines, including marketing, Islamic economics, strategic management, and entrepreneurship studies. The literature review reveals that halal labeling functions as a strategic mechanism that fundamentally transforms all four elements of the marketing mix. In the Product dimension, halal labeling elevates the product from a physical commodity to a spiritually pure offering. In the Price dimension, halal certification enables value-based pricing strategies that reflect the added spiritual value. In the Place dimension, halal labeling requires integrity of the halal supply chain throughout distribution channels. In the Promotion dimension, halal communication demands adherence to truthfulness, transparency, and social responsibility. The resulting framework provides strategic guidance for MSE owners in integrating halal compliance into their marketing strategies, as well as for policymakers in designing support programs that facilitate MSE participation in the halal economy. This study contributes theoretically by synthesizing dispersed literature into an integrated framework that specifically addresses the unique context of MSEs in Muslim countries, elevating halal labeling from operational compliance to a core strategic element in marketing mix theory.
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