The interplay of competitive forces and compatible sources for halal competitive advantage

Purpose Islamic marketing literature inadequately explains the competitive forces in gaining a halal competitive advantage. This study aims to portray the interaction of competitive forces and compatible sources to create a competitive advantage for halal marketers. Design/methodology/approach This study used an interpretivist paradigm, a qualitative approach and semistructured interviews. The interviews with top- and mid-level managers in the Bangladesh cosmetics industry took place from November 2023 to February 2024. Then, the ATLAS.ti assisted in analyzing data by exploring content, concept, network and thematic analysis. Findings The competitive advantage resulting from halal certification outlines the interplay of competitive forces and compatible sources. Compatible sources showcase halal knowledge, emerging from the Noble Quran and Prophetic traditions. Competitive forces include the bargaining power of suppliers and buyers, entry barriers and the threat of substitute products. A moderate substitute threat and low buyers’ power, high supplier power and the highest entry barriers shape the competitive advantage scenario in the Bangladesh cosmetics industry. Research limitations/implications Managers can learn whether to accept or avoid the halal certificate as a competitive advantage tool, while academics can gain insights into halal competitive advantage. Furthermore, the theoretical aspects include outlining the application of the five forces model embedded in Islamic and halal marketing. Originality/value The novelty lies in its scholarly contribution to integrating spirituality, business practices and theories. The scholarly work expands the current body of knowledge of the five forces model. Thus, explaining Islamic marketing with competitive forces denotes originality.