Halal resource-based view: exploring the resource-based view from marketers’ lens

Purpose The value, rarity, inimitability and non-substitutability (VRIN) of the resource-based view (RBV) signify a strategic tool in business. This study aims to extend RBV as the halal resource-based view (HRBV) from the cosmetics industry perspective. Design/methodology/approach This study interviewed 14 top- and mid-level managers of the Bangladesh cosmetics industry from November 2023 to February 2024. The interview information has been analyzed via ATLAS.ti to explore content, concept, network, association and thematic analysis to pinpoint the explanatory constructs of VRIN. Findings The explanatory VRIN constructs are as follows. First, the value (V) lens results from intrinsic and extrinsic aspects encompassed by halal certification (HC). Second, the rare (R) lens elucidates religion, rigor and holistic issues. Third, the inimitable (I) construct comprises halal standards and product quality. Finally, the non-substitutable (N) construct arises from Islam, enriched content, uniqueness, capacity and legal aspects pertinent to HC. Resultantly, the VRIN explains the HRBV, making HC a unique organizational resource. Practical implications VRIN results in an HRBV, holding theoretical, policy issues and managerial implications. Originality/value This study pioneers the development of RBV from empirical views. It has grounded the RBV in the form of the HRBV extension. The specific construct of VRIN denotes the novelty, connecting the RBV and HC for Islamic marketing.