Palabras clave
Islam
marketing
mercadeo musulmán
Cómo citar
Resumen
El objetivo es realizar un mapeo científico de la certificación Halal en mercados musulmanes, incluyendo estrategias de marketing islámico Halal, para poder llegar a los mercados musulmanes y no musulmanes, la metodología utilizada es un análisis cienciométrico, basado en técnicas de revisión bibliográfica, los registros utilizados fueron tomados de Scopus. Se estudiaron cuatro variables: países, autores, instituciones y revistas más relevantes, permitiendo realizar una red de cocitaciones y de autores. Los hallazgos parciales que arroja la investigación se relacionan con la certificación Halal como una industria que está inmersa en varios sectores como: alimentos,
etiquetas, finanzas, bancarización, negocios, logística, moda, turismo, cosméticos, marketing; incluyendo el carácter religioso. Estos elementos les permiten a los países no musulmanes la adopción de esta certificación, si desean ingresar a un mercado que sigue creciendo de manera exponencial, con poder adquisitivo en ascenso y con exigencias de calidad y trazabilidad en todo el proceso Halal.
Citas
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