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Corporate Identity strength and its perceived influence on Halal food certification adoption

Kolkman, D.M. (2014) Corporate Identity strength and its perceived influence on Halal food certification adoption.

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Abstract:This research reports on Malaysian and Dutch SMEs entrepreneur’s perceptions of Corporate Identity strength and its influence on the adoption decision of Halal food certification. Corporate Identity is defined as the underlying core or basic character of the firm. The identity of a corporation has been recognized as a strategic resource and source of competitive advantage. A changing or multiple Corporate Identity can create instability; this may, adversely influence a company’s internal processes and its corporate image, and thus endanger the realization of strategic targets. Halal food certification is a process influenced by three interrelated parties; the Halal certifier, the Muslim community and the food producing organization. Adoption decision of certification is best explained by Rogers’s theory of Diffusion. It explains how an innovation is communicated through certain channels over time among the members of a social system. The central research question will be: To what extent does Corporate Identity strength of SMEs determine Halal food certification adoption?   This research is part of a wider research project on Halal food certification conducted by Prof. Dr. A. Mohani, faculty member of the department of marketing and management in Malaysia (University Putra Malaysia, UPM). Most of past researches concerning Halal Food focused on consumer’s behaviour, not many have been done on SMEs and Halal food certification. Mohani et al. (2011) already started a preliminary research on entrepreneurial perceptions towards Halal food certification along four dimensions of ‘market share and market competitiveness’, ‘government support and monitoring’, ‘information dissemination’ and ‘rigor of the process of certification’. The survey Mohani et al. conducted partly measures the theory of Corporate Identity and its influence(s) on Halal food certification adoption. It took a broader marketing perspective instead of an organization specific focus and misses, to some extent, a theoretical grounding. Prof. Dr. Mohani approached us to be part of the wider research by further developing the research she did and pilot test it. To apply the theory of Corporate Identity in the field of Halal food certification, we made its sub constructs Halal specific or Halal related. The survey will make a difference between adopters and non-adopters of Halal food certification and country of origin. A total of 75 usable surveys were collected from Halal food producing entrepreneurs. The selection and recruitment procedures for Halal food producing SMEs (both adopters and non adopters) will be described in this research
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/64743
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