Religión y empresas: claves para hacer negocios en el Islam

Abstract

The aim of this research has been to analyze empirically the internal demand and its future evolution, as well as whether and how the Spanish retailers are currently satisfying the needs of Muslim residents in Spain. There are numerous articles about the great market potential Halal as the result of growth of the Muslim population and the expected future growth of the population. These studies in Spain are based on the great potential of Spanish manufacturers to increase their sales through exports, finance and tourism. Once reviewed the existing bibliography, we have not found any research that covers our topic. It will bring managerial implications in the areas of innovation, production, distribution and marketing that will guide and orientate the decisions thatmanufactures, distributors, commercial managers or other operators can make in the retail market.

This research has also identified an interesting opportunity in adapting retailer’s assortment to a segment of the population that is increasingly concerned by Halal products in each act of consumption. The main retailers Mercadona, Carrefour, Dia and Auchan, should include products with the Halal Guarantee to identify products that satisfy the requirements of the Halal Guarantee Islamic Law.

This paper has been organized as follows: First, we explain the retail market in Spain. Second, we extrapolate population and consumption to 2050. Later we explain the methodology and results. And, after summarizing the conclusions, we discuss the limitations. Lastly, we present future lines of research.