Research Papers
Table of Contents
Abstract: Cultivating systems offering centres of entrepreneurial activity is one approach available to government to stimulate and sustain an entrepreneurial society. The question is how to ignite an ecosystem that recognizes women entrepreneurs early – in particular, one that helps open doors, provides funding and puts the infrastructure in place to help more women win? The research presented here suggests Gen Y female entrepreneurs represent a new brand of entrepreneur in the entrepreneurial landscape. Gen Y potentially represents an un(der)tapped source of economic growth, vital for future economic growth and sustainability, so understanding how we can better align supports and training to this generation is crucial. The purpose of this chapter is to provide new insights into this cohort of entrepreneurs and uncover implications for the development of an entrepreneurial ecosystem that supports and drives forward entrepreneurship among this key cohort.
Citation: (APA) Hamouda, A., Wood, B. P., Johnston, K., & Nevins, R. (2025). Ireland’s Gen Y female entrepreneurs and the mismatch of the enterprise ecosystem. In Gendering Entrepreneurial Ecosystems (pp. 19-33). Routledge.
Abstract: Marketing has an opportunity to transform itself and the Arab/MENA (Middle East and North Africa) region over coming decades, in the hands of the many youths that live here. Through reformulating marketing communications, positioning and targeting overtures, companies can contribute to their own increased sales and brand loyalty, and to the societal improvements these youths need to flourish and support the regions flourishing. We look at the culture of the region through concepts of identity and self, an examination of offensive products, and a consideration of what constitutes private and public spaces. Additionally, we look at demographics, digitization, expat identity and the challenges and opportunities for marketing theory and practice in the region.
Citation: (APA) Wood, B. P., & Bastian, B. L. (2024). A Transformative Marketing for the Future of the Arab World. In Routledge Handbook on Business and Management in the Middle East (pp. 262-278). Routledge.
Abstract: Feminism is a movement right at the centre of ideologies of neo-liberal capitalism, patriarchy and social justice. For Muslims, these ideas come with negative connotations and, for many in Muslim countries particularly, there is little within them that equates to social justice for anyone. As a result, ‘feminism’ is distained by many in the Muslim world; while those who attempt to embrace the movement, find it does not fit so well with the culture(s) and societal organisation in many Muslim communities, although they wish to actively leverage it to seek social justice for Muslim women. This paper considers the concept of feminism and how it might fit inside a Muslim/Islamic deen (En: way of life) and ontology (worldview).
Citation: (APA) Wood, B. P. (2024). Gender injustice against women in the Muslim world and the conflation of hegemonic terms (feminism) as deflection. International Journal of Islamic Marketing and Branding, 6(5), 1-11.
Citation: Ng, P. Y., Bastian, B. L., & Wood, B. (2024). Lebanon: Fig Holding and SDG# 1 No Poverty. In Attaining the 2030 Sustainable Development Goal of No Poverty (pp. 55-68). Emerald Publishing Limited.
Citation: (APA) Bastian, B. L., Langworthy, M., & Wood, B. P. (2024). Women as shock absorbers in turbulent times. In Women’s Entrepreneurship in a Turbulent Era (pp. 189-205). Edward Elgar Publishing.
Abstract: The application of blockchain technology holds significant potential for improving efficiency, resilience, and transparency within the Fisheries Supply Chain (FSC). This study addresses the critical barriers hindering the adoption of blockchain technology (BT) in the Chinese FSC, recognizing the unique challenges posed by its intricacies. Through a comprehensive literature review, fourteen Critical Barrier Factors (CBFs) were identified, and a grey Delphi method was employed to distill this set. Five pivotal CBFs emerged, including “Regulatory Compliance,” “Cost of Implementation,” and “Complex Supply Chain Network”. A subsequent grey Decision-Making Trial and Evaluation Laboratory (DEMATEL) analysis revealed the causal relationships among these factors, categorizing them into effect and cause groups. “Regulatory Compliance,” “Cost of Implementation,” and “Complex Supply Chain Network” were identified as primary influencing factors demanding attention for effective BT integration in the FSC. The findings serve as a valuable resource for FSC stakeholders, assisting in prioritizing efforts to address these barriers. The discerned causal relationships provide guidance for managers in optimizing resource allocation. Ultimately, this research advocates for the adoption of blockchain technology in the fisheries supply chain to enhance overall performance and operational efficiency.
Citation: (APA) Nisar, U., Zhang, Z., Wood, B. P., Ahmad, S., Ellahi, E., Ul Haq, S. I., … & Fathi Abd-Allah, E. (2024). Unlocking the potential of blockchain technology in enhancing the fisheries supply chain: an exploration of critical adoption barriers in China. Scientific Reports, 14(1), 10167.
Abstract: Purpose – This paper aims to examine female entrepreneurship perceptions at the nexus of understandings of Muslim behaviour in Pakistan, the “formula” of Shapero for considering entrepreneurial intentions and the viewpoints of young Pakistani women.
Design/methodology/approach – Data collected from 555 women between 18 and 30 years of age, undertaking tertiary-level business studies in Pakistan constitute the sample of the study, and structural equation modelling was used to test the hypotheses.
Findings – This study finds that the respondents’ perceptions of Islam positively impact the formula at the feasibility component, whilst also inverting the desirability component, therefore, resulting in a “does not equal” outcome for intentions.
Originality/value – To the best of the authors’ knowledge, this work is one of the first to empirically examine the role of Islamic perception in shaping entrepreneurial intentions through the individual components of desirability, feasibility and propensity to act. It puts forth contextual deliberations for a meaningful heterodoxy in light of female entrepreneurship in an Islamic country.
Citation: (APA) Khan, M. S., Wood, B. P., Dakhan, S., & Nawaz, A. (2024). The paradox of Islamic perception on the entrepreneurial intentions of female Muslims in Pakistan. Journal of Islamic Marketing.
Abstract: Marketing is one of the areas where large language models (LLMs) such as ChatGPT have found practical applications. This study examines marketing prompts—text inputs created by marketers to guide LLMs in generating desired outputs. By combining insights from the marketing literature and the latest research on LLMs, the study develops a conceptual framework around three key features of marketing prompts: prompt domain (the specific marketing actions that the prompts target), prompt appeal (the intended output of the prompts being informative or emotional), and prompt format (the intended output of the prompts being generic or contextual). The study collected hundreds of marketing prompt templates shared on X (formerly Twitter) and analyzed them using a combination of natural language processing techniques and descriptive statistics. The findings indicate that the prompt templates target a wide range of marketing domains—about 16 altogether. Likewise, the findings indicate that most of the marketing prompts are designed to generate informative output (as opposed to emotionally engaging output). Further, the findings indicate that the marketing prompts are designed to generate a balanced mix of generic and contextual output. The study further finds that the use of prompt appeal and prompt format differs by prompt domain.
Citation: (APA) Tafesse, W., & Wood, B. (2024). Hey ChatGPT: an examination of ChatGPT prompts in marketing. Journal of Marketing Analytics, 1-16.
Citation: (APA) Bastian, B. L., Ng, P. Y., & Wood, B. P. (2023). Lebanon: Technica International–SDG# 5 Gender Equality and Women’s Empowerment. In Attaining the 2030 Sustainable Development Goal of Gender Equality (pp. 95-104). Emerald Publishing Limited.
Citation: (APA) Wood, B. P., Ng, P. Y., & Bastian, B. (2023). Guest editorial: Gender and entrepreneurial family business–decision-making, agency and empowerment. International journal of gender and entrepreneurship, 15(4), 317-324.
Abstract: Influencer marketing has emerged as an effective approach for brands to connect with customers through social media influencers. Although influencer marketing has attracted increased interest from marketing researchers in recent years, relatively little is known about influencers’ content and engagement strategy and its links to followers’ engagement behavior. The present study addresses this gap by examining how measures of influencers’ content and engagement strategy (i.e., follower count, followee count, content volume, and domains of interest) are associated with followers’ engagement behavior on Instagram both independently and interactively. The study leverages a unique dataset of Instagram influencers compiled by scraping an online influencer database to test its hypotheses. The findings indicate that follower count and content volume are negatively associated with follower engagement, while followee count is positively associated with follower engagement. However, these main effects are modified by influencers’ domains of interest. The findings contribute to the literature by illuminating how elements of influencers’ content and engagement strategy contribute to followers’ engagement behavior on Instagram.
Citation: (APA) Tafesse, W., & Wood, B. P. (2022). Social media influencers’ community and content strategy and follower engagement behavior in the presence of competition: an Instagram-based investigation. Journal of Product & Brand Management, 32(3), 406-419.
Abstract: Purpose – This study examines what social ties within collectivist settings mean for women’s venturing and how these ties support women in gaining empowerment through their ventures. Design/methodology/approach – Thirteen in-depth semi-structured interviews with women entrepreneurs located in the United Arab Emirates (UAE) were conducted to examine the influence of social ties in their ventures.
Findings – The findings reveal that women in this context, contrary to most reported findings in the extant literature, both rely more on and find strong ties more conducive than weak ties in most of their entrepreneurial behaviours and activities. Results also show how the UAE’s collectivist cultural norms shape social networks and inform individual decision-making, resource acquisition, well-being and self-efficacy as well as enhance women’s empowerment through entrepreneurship. The women entrepreneurs were found to leverage their social ties for both power and action throughout their entrepreneurial journey consistent with their culture.
Originality/value – A conceptual model, derived from the results of a qualitative study, illustrating the relationships between women entrepreneurs’ use of social ties and the empowering capacities of venturing within a collectivist cultural context is developed. Based on these findings, the authors discuss the implications for policymakers and recommend avenues for future research, and research designs, on women entrepreneurs in collectivist contexts.
Citation: (APA) Bastian, B. L., Wood, B. P., & Ng, P. Y. (2023). The role of strong ties in empowering women entrepreneurs in collectivist contexts. International journal of gender and entrepreneurship, 15(1), 122-146.
Abstract: We ran two focus groups with well-educated Saudi women; there were ten participants with established businesses and ten nascent entrepreneurs. Despite the Saudi Vision 2030’s centring of environmental sustainability as a key tenet of the country’s development, the women entrepreneurs we studied (both established and nascent) were not well informed on the topic. Further, the well-educated women in our sample were under pressure from neither their customers nor their own religious, financial, or moral imperatives to engage in sustainable practices or seek out and implement sustainable business in any form. Our respondents believed that government should incentivise businesses to undertake sustainable practices and saw no financial benefits to initiating these practices themselves. Contrary to previous literature, we found that the women entrepreneurs in our sample did not perceive sustainability as an entrepreneurial opportunity and, in many cases, did not believe that sustainability should be an intrinsic element of any for-profit business. Our research findings imply that the prevalent top-down policy approach used by the government to promote sustainable entrepreneurial practices needs to be complimented by a more inclusive multi-actor approach that would involve local and national stakeholders. Moreover, educational policies need to promote the integration of sustainability topics within the larger educational system to promote awareness and social change.
Citation: (APA) Abdelwahed, N. A. A., Bastian, B. L., & Wood, B. P. (2022). Women, entrepreneurship, and sustainability: the case of Saudi Arabia. Sustainability, 14(18), 11314.
Abstract: The area of women’s empowerment has attracted increasing attention among a wide range of interest groups, from authors to researchers to feminist scholars and non-governmental organizations (NGOs). This paper aims to identify the diverse understandings of women’s empowerment in the literature and to discuss empirical evidence from NGO projects in the field. A systematic literature review is employed that includes an analysis of relevant high-quality articles and research papers published in the Scopus database, as well as those produced by United Nations (UN) bodies and well-published authors. The findings highlighted four common understandings of women’s empowerment including granting women a voice, challenging existing power structures, the radical transformation of lives and livelihoods, and gender mainstreaming. The findings of these empirical studies on the role of NGOs in this field revealed
understandings limited to granting women a voice and gender mainstreaming, thus reflecting the fact that limited knowledge of women’s empowerment hampers the ability of NGOs to serve women’s advancement and sustainable development. Furthermore, and given that these approaches and understandings still fall short of achieving social inclusion for women, it is recommended that these NGOs discharge their efforts toward initiating systemic change to actually sustain female empowerment in the communities in which they are active.
Citation: (APA) Al Hakim, G., Bastian, B. L., Ng, P. Y., & Wood, B. P. (2022). Women’s empowerment as an outcome of NGO projects: is the current approach
sustainable?. Administrative Sciences, 12(2), 62.
Abstract: Purpose – The purpose of this study is to develop an empirically informed framework to analyze women empowerment and entrepreneurship, contextualized within a collective society.
Design/methodology/approach – The authors conducted 15 in-depth semi-structured interviews with women entrepreneurs located in the United Arab Emirates to understand their entrepreneurial experiences and how they were empowered.
Findings – Findings suggest that the three aspects of power characterized as “positive” from within Rowlands’ distinctions (“power to”, “power with” and “power within”) dominate, as opposed to those emphasized in the literature (“power to” and “power over”). Findings include empowerment of the “me” (individual) also synergistically contributes to empowerment of the “we” (society), when considering empowerment within a collective society.
Originality/value – A psychology model was used as a basis to develop a Collective Empowerment Process Framework. This framework provides a fresh look at empowerment, allowing for explanations of how women in specific contexts experience empowerment and social change.
Citation: (APA) Ng, P. Y., Wood, B. P., & Bastian, B. L. (2022). Reformulating the empowerment process through women entrepreneurship in a collective context. International Journal of Entrepreneurial Behavior & Research, 28(9), 154-176.
Abstract: There is much the MENA/Gulf region can teach regarding the ever-narrowing hegemonic perspectives in the literature – from selfhood, agency, empowerment, women, collectivism, intersectionality to consumption and business practice. This paper focuses, briefly, on several very large areas of scholarship to consider the issues raised and the opportunities uncovered, as they pertain to the region. The article introduces some important particularities of
the region, an overview of some relevant areas of potential future study and outlines how we, as academics, can contribute to a positive future for the Arabian Gulf/ME/NA overall.
Citation: (APA) Wood, B. P. (2022). Beyond decolonising–some thoughts on the future of marketing/marketing research in the Gulf/ME/NA region. Arab Economic and Business Journal, 14(1), 8-16.
Abstract: The mixed methods study focuses on one category of luxury female consumer products and investigates its relationship with Muslim consumer religiosity and other demographic variables to provide greater understanding of the consumer behavior of this largely unknown consumer segment. Building on the recommendations of two related earlier studies, this paper tests the four key propositions of complexity theory. Symmetrical testing was done using correlation, cross-tabulation and contrarian case analysis to examine the association among the constructs of religiosity, demographics and self-expression. Then, asymmetrical fsQCA data analyses were done to test major tenets of the theory of complexity Findings provide further support that utilizing a combination of complexity theory, fsQCA and pattern research in service dominant logic is a proper fit for advancing theory, method and practice in service research. The results show that relationships in the emotions – brand domain are not as straightforward as previously thought.
Citation: (APA) Alserhan, B. A., Halkias, D., Boulanouar, A. W., Komodromos, M., Ayed, T. L., & Althawadi, O. (2022). The effect of religiosity and demographic variables on Arab women consumers’ self-expression through luxury brands: a mixed methods study. Global Business and Economics Review, 26(3), 252-284.
Abstract:This paper introduces two successful e-commerce companies focusing on offering fashion choices worldwide for women seeking conservative and modest clothing styles. We discuss development options and challenges these companies faced in the course of their journey toward commercial success and market recognition. These insights offer points of consideration for businesses seeking to enter similar markets. In addition, these insights highlight business experiences of halal service provision.
Citation: (APA) Bardakcı, A., Kantar, M., Wood, B. P., & Kadirov, D. (2021). Servicing Modest Fashion Markets: The Case of Two Turkish Clothing Companies. Journal of Halal Service Research, 2(1), 39-51.
Abstract: The relationship between empowerment and entrepreneurship in collective societies is, in our view, insufficiently examined. Accepted definitions of empowerment and the assumptions underlying programs and research designs based on them result in outcomes that self-fulfil and, as a result, disappoint. Several issues are prevalent: the empowerment potential of programs is overestimated and the dominant view of what constitutes an ’empowered self’ does not go deep enough to explore, and reframe, the self and its …
Citation: (APA) Wood, B. P., Ng, P. Y., & Bastian, B. L. (2021). Hegemonic Conceptualizations of Empowerment in Entrepreneurship and Their Suitability for Collective Contexts. Administrative Sciences, 11(1), 28.
The Effect Of Religiosity And Demographic Variables On Arab Women Consumers Self-Expression Through Luxury Brands: A Mixed Methods Study
Abstract: The present study develops a multilevel model that examines the effects of supervisory ethical leadership behavior at the team level on employees green behaviour mediated by CSR at the organisational level, employees well-being, and taking responsivity at the individual level. Data were collected from a sample of 936 supervisors and 2284 employees from 184 hotels in United Arab Emirates. Utilizing multisource data and multilevel path analysis, the results indicated that supervisory ethical leadership behavior has indirect effect on green behavior through CSR, employees-wellbeing and taking responsibility behavior. These findings provide important implications for ethical leadership-green behavior link by developing and validating a multilevel model empirically in the hospitality industry.
Citation: (APA) Wood, B. P., Eid, R., & Agag, G. (2021). A multilevel investigation of the link between ethical leadership behaviour and employees green behaviour in the hospitality industry. International Journal of Hospitality Management, 97, 102993.
Abstract: El modelo de la jerarquía de las necesidades se ha extendido a muchas disciplinas académicas. El presente artículo presenta una breve descripción del modelo, seguida de una síntesis de sus principales críticas. En la literatura se cuestiona con frecuencia la validez empírica del modelo, y además el etnocentrismo que implica. No obstante, los autores del presente artículo otorgan especial atención la ausencia en el modelo de Maslow de los aspectos espirituales de la existencia humana. Luego, se exploran las razones de la comodificación del modelo (esto es, su ruptura con el contenido teórico original y su uso como una mercancía), así por qué su reformulación posterior por parte del mismo Maslow no ha sida ampliamente popularizada. Se otorga especial atención a la aplicación del modelo dentro del márketing, el cual como campo profesional ejemplifica de forma muy abarcativa la visión del mundo capitalista (sobre todo en la publicidad, aunque también en la concepción del individuo que supone). Asimismo, el presente artículo describe la recepción que el modelo de Maslow ha tenido en los círculos académicos musulmanes. Se presenta una crítica desde el Islam tanto a la fundamentación del modelo como a los usos que ha recibido. Se concluye en afirmar que los intentos con miras a la armonización del modelo con los objetivos superiores (maqāsid) de la ley islámica Shari’ah, no hacen justicia a ninguno de las dos perspectivas.
Abstrak: Model hierarki keperluan Abraham Maslow sangat meluas capaiannya dalam pelbagai pengkhususan akademik. Selepas menerangkan model tersebut secara ringkas, makalah ini merumuskan kritikan terhadapnya yang telah sedia ada. Walaupun kritikan terhadap kesahihan empirik dan etnosentrisme sering dibincangkan dalam literatur, pengarang makalah ini memberi tumpuan khusus pada kekurangan pertimbangan aspek kerohanian insan dalam model Maslow. Makalah ini meneroka sebab-sebab model tersebut dijadikan satu komoditi (iaitu perceraian model daripada intipati utamanya dan penggunaannya semata-mata sebagai satu komoditi) dan kekurangan pertimbangan terhadap perubahan yang dilakukan oleh Maslow kemudiannya. Perhatian khusus diberikan pada penggunaan model ini dalam bidang pemasaran, berdasarkan kedudukannya sebagai bidang yang merangkumi perspektif kapitalis sepenuhnya, bukan sahaja melalui pengiklanan tetapi juga melalui pembangunan konsep insaniah. Makalah ini turut menerangkan kepelbagaian penerimaan model tersebut di kalangan ahli akademik Muslim. Ia juga mengkritik secara Islamik terhadap asas dan penggunaan model tersebut. Pengarang menyimpulkan bahawa usaha untuk memurnikan model tersebut dengan objektif (maqāṣid) Sharī‘ah yang lebih tinggi tidak dapat berlaku adil terhadap kedua-dua model tersebut.
Abstract: Abraham Maslow’s model of the hierarchy of needs is pervasive in many academic specialisations. After a short description of the model, this article summarises the existing criticisms. While criticism on the empirical validity of the model and its ethno-centricity are frequently mentioned in the literature, the authors of this article give special focus on the * Anke Iman Bouzenita, Sultan Qaboos Üniversitesi (Umman), Eğitim Fakültesi, İslami Bilimler Bölümü’nde Doçenttir. E-posta: bouzenita@squ.edu.om ** Aisha Wood Boulanouar, Sultan Qaboos Üniversitesi (Umman), Ekonomi ve Siyaset Bilimi Fakültesi, Pazarlama Bölümü’nde Yardımcı Doçenttir. E-posta: aboulanouar@squ.edu.om missing consideration of the spiritual aspect of human existence in Maslow’s model. The study explores reasons for the commodification of the model (i.e. the divorcing of the model from its substance and using it simply as a commodity) and the non-consideration of Maslow’s later changes. Special focus is laid on the usage of this model in marketing, given its position as a field which embodies the capitalist perspective so completely through, particularly, advertising but also through the conceptualisation of people. The article describes the model’s diverse reception in Muslim academic circles. It offers an Islamic critique of both its foundations and its usage. The study concludes that attempts at harmonising the model with the higher objectives (maqāṣid) of the Sharī‘ah do not do justice to either model.
Abstract: Influencer marketing has emerged as an effective approach for brands to connect with customers through social media influencers. Although influencer marketing has attracted increased interest from marketing researchers in recent years, relatively little is known about influencers’ content and engagement strategy and its links to followers’ engagement behavior. The present study addresses this gap by examining how measures of influencers’ content and engagement strategy (i.e., follower count, followee count, content volume, and domains of interest) are associated with followers’ engagement behavior on Instagram both independently and interactively. The study leverages a unique dataset of Instagram influencers compiled by scraping an online influencer database to test its hypotheses. The findings indicate that follower count and content volume are negatively associated with follower engagement, while followee count is positively associated with follower engagement. However, these main effects are modified by influencers’ domains of interest. The findings contribute to the literature by illuminating how elements of influencers’ content and engagement strategy contribute to followers’ engagement behavior on Instagram.
Citation: (APA) Tafesse, W., & Wood, B. P. (2021). Followers’ engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services, 58, 102303.
Abstract: Purpose – This paper aims to investigate the impact of political advertising on voter attitude and the processes of decision-making in the specific context of the inaugural democratic experience of postrevolutionary Tunisia.
Citation: (APA) Abdennadher, R., Ayed, L., & Wood, B. P. (2019). Political advertising and voting behaviour in a nascent democracy. Journal of Islamic Marketing, 10, 3, 827-847.
Halal Service Provision - Understated, But Not Undervalued: A View From Oman
Abstract: In contrast to other of our papers on Muslims and their consumption, this study looks at Muslims not as much by how they can be grouped by practice regardless of geography (Boulanouar et al., 2017), but more how they can be grouped by practice and geography. It does this by considering the interest in halal service provision by Omani outbound travelers, particularly in their longer summer holiday travels. Omanis share general characteristics with their geographical neighbours – Yemen, and the GCC countries of United Arab Emirates, Saudi Arabia, Bahrain, Kuwait, Qatar – but also present some distinctions that make their experiences of particular interest. It is hoped that this study, as an exploration of Omanis travel preferences, will allow the development of a framework which has generalisable characteristics to the wider Gulf, and possibly Muslim, travel market. Insights into how to best meet the needs of Muslim tourists in general, and the higher spending GCC travelers, in particular, could interest both academics and hospitality providers, in designing projects, commissioning market research and developing offerings.
Citation: (APA) Wood, B. P., & Al-Azri, H. (2019). Halal Service Provision—Understated, But Not Undervalued: A View From Oman. In The Routledge Handbook of Halal Hospitality and Islamic Tourism (pp. 117-129). Routledge.
Abstract: The paper outlines halal certification reliability and consumer attitude towards it generally. It reveals some of the issues the halal industry faces in terms of its credibility. As difficulties to develop halal certification standards persist even with conventional food stuffs, the paper goes on to question the possible integration of genetically modified food (GMF) into the halal market. It investigates different Islamic legal mechanisms and their suitability to evaluate GMF and its halal status. The paper then sheds some light on the GMF marketplace and the need for labelling from a consumer rights perspective. It concludes that the Muslims’ global purchasing power should translate into more influence taking with regard to more Islamically compliant production, processing and labelling on a wider scale.
Citation: (APA) Bouzenita, A. I., Kirsten, H., & Wood, B. P. (2019). Pandora’s Box on the Shelf? Halal Certification, the GMF Marketplace and the Muslim Consumer. Journal of Islamic Studies, Prince of Songkla University, 10(1), 62-72.
Commercial life: The private sector’s contribution to wellbeing
Citation: (APA) Mulay-Shah, A., Lambert, L., Younis, Y., & Wood, B. P. (2019). Commercial life: The private sector’s contribution to wellbeing. In Positive Psychology in the Middle East/North Africa (pp. 37-70). Springer, Cham.
Abstract: Islamic education, from a holistic point of view, is more than just the direct transmission of the pure Islamic sciences. It encompasses other branches of specialisation and ideally accompanies Muslims, through reflections of the Islamic worldview, during their formal and informal formation. This paper reflects how, in the contemporary tertiary education in the Islamic world, commodified concepts stemming from a non-Islamic worldview are being proliferated, and what the expected results are for Muslim students. The paper expounds on differences in worldview and educational systems and the commodification of ideas. It gives examples from business school curricula, psychology and the impact of teaching in a foreign language, to summarise (un)intended consequences on the students’ educational developments. It also shows how the agency of the theory of Maqāṣid, the higher objectives of Islamic law, has immersed Islamic thought in reaction to the bias in the educational system.
Citation: (APA) Bouzenita, A. I., & Wood, B. (2018). Unintended Consequences? The Commodification of Ideas in Tertiary Education and their Effects on Muslim Students. Intellectual Discourse, 26(2), 883-902.
Abstract: Islamic education, from a holistic point of view, is more than just the direct transmission of the pure Islamic science. It encompasses other branches of specialisation and ideally accompanies Muslims, through reflections of the Islamic worldview during their formal and informal education. This paper reflects how, in the contemporary tertiary education in the Islamic world, commodified concepts stemming from a non-Islamic worldview are being proliferated, and what the expectable results are for Muslim students.
Citation: (APA) Bouzenita, A. I., & Boulanouar, A. W. (2018). Tertiary Education in Muslim Countries–The Commodification of Ideas and their Unintended Consequences. Journal of Islamic Studies, Prince of Songkla University, 9(2), 29-41.
Abstract: This paper seeks to advance marketing theory by introducing two consumption models, developed from the Islamic teaching, to contribute to the theory base of the new field of Islamic marketing. The paper uses the universally accepted Islamic book of guidance, The Qur’an, to construct and explain the role goods and services can occupy in the lives of all consumers. It uses translations of accepted Islamic scholars to illustrate the theory in English. Given the increasing interest in the field of Islamic marketing, and in Muslims as a consuming segment, this paper also outlines implications for consumers and for businesses, most especially in terms of promotional appeals and positioning in communication offerings.
Citation: (APA) Boulanouar, Z., & Wood, B. P. (2018). Towards a theory on the place of goods and services in Islamic marketing. International Journal of Islamic Marketing and Branding, 3(3), 175-182.
Abstract: The Crescent Ranking (CR) is a service benefiting both the supply‐side (“halal‐friendly” hotels) and the demand‐side (Muslims wanting to have a guest experience consistent with their way of living) within the tourism market. “Halal” is a technical term in the Arabic language usually translated as “permissible from the perspective of Islamic law (sharia’ah).” This study examines the transparency of the top and bottom 10 hotels listed on the CR site. First, we compared the hotel profile as per the CR listing with the hotel’s own website. Next, we examined guest reviews on a word‐ of‐mouth proxy site (booking.com), paying particular attention to the feedback of non‐Muslim guests. Following this analysis, self‐styled “Islamic” hotel managers were interviewed to triangulate the data. We found “Islamic” hotels to be intransparent to their guests seeking an Islamically compliant holiday and also to those seeking a conventional hotel experience. We suggest several reasons hotels misrepresent themselves—“self‐orientalization”, a necessity to present “nice Islam”, an “ethics gap”, and/or a poor understanding of marketing and market positioning. We consider regulation of the “Islamic” hotel industry to be a mechanism policy makers, and managers could, adopt to become transparent and to protect demand‐side (guests) rights. Regulation would also differentiate hotels operating an Islamic business model and those merely offering a few simple services appreciated by Muslim travellers.
Citation: (APA) Alserhan, B. A., Wood, B. P., Rutter, R., Halkias, D., Terzi, H., & Al Serhan, O. (2018). The transparency of Islamic hotels:“Nice Islam” and the “self‐orientalizing” of Muslims?. International Journal of Tourism Research, 20(4), 475-487.
Driving Multinational Enterprises Through Effective Global Talent Management
Citation: (APA) Tamzini, K., Ayed, T. L., Boulanouar, A. W., & Boulanouar, Z. (Eds.). (2017). Driving Multinational Enterprises Through Effective Global Talent Management. IGI Global.
Abstract: Purpose – The purpose of this paper is to improve the quality and efficacy of data collected from Muslim respondents, particularly women, through an examination of Islamic teachings and illustrated using a “conservative” paradigm of practice. The paper is designed to be helpful to researchers in designing both their projects and their data collection methods
Citation: (APA) Boulanouar, A. W., Aitken, R., Boulanouar, Z., & Todd, S. J. (2017). Imperatives for research designs with Muslim women. Marketing Intelligence & Planning.
The absorptive capacity as a key success factor in international strategic alliances: a study of Tunisian firms
Abstract: International strategic alliances (ISAs) are an engine of corporate business development in Tunisia. This research – in accordance with the knowledge-based view – seeks to identify the role of absorptive capacity as a key success factor. In a two-step process, qualitative research was first conducted to centre the research on the characteristics of the Tunisian context. This was followed by quantitative research using a SEM method with data collected from 119 Tunisian firms allied with foreign firms. Results show that alliance experience, and access to the knowledge of the ally, are the most important factors denoting absorptive capacity in this context. Companies engaged in ISAs, with much technological diversity, need to stimulate interest in research and development (R&D) to improve the abilities of their employees and keep them motivated. This leads to an internalisation of knowledge transfer which stimulates business development and leads to successful alliances in terms of effectivness and innovation.
Citation: (APA) Hamdani, F., Ayed, L., & Boulanouar, B. W. A. (2017). The absorptive capacity as a key success factor in international strategic alliances: a study of Tunisian firms. Journal for International Business and Entrepreneurship Development, 10(2), 138-155.
How to measure tacit knowledge?: The VRIN model’s method
Abstract: This paper aims to provide researchers with an original quantitative method to measure tacit knowledge. The authors have called this quantitative method: “The V.R.I.N model’s method” which is built upon Barney’s (1991) resource-based view. The methodology of “The V.R.I.N model’s method” is based on the operationalization of the four dimensions which were advanced and considered by Barney (1991) as attributes of a resource: value; rarity; inimitability and non-substitutability. The main finding of this study is to confirm Tamzini’s (2015) previous findings, mainly the fact that tacit knowledge is quadridimensional and its dimensions are unidimensional and to confirm the V.R.I.N model of Barney (1991). This paper contributes to cope with: (1) the empirical research scarcity, (2) the dominance of the qualitative methods, and (3) the risks to abuse in using proxies to measure tacit knowledge by providing researchers with an original quantitative method in the field of the resource-based view of the firm.
Citation: (APA) Tamzini, K., Ayed, T. L., & Boulanouar, A. (2016). How to measure tacit knowledge?: The VRIN model’s method. Knowledge Management, 16(3).
Abstract: Abraham Maslow’s model of the hierarchy of needs is pervasive in many academic specialisations. After a short description of the model, this article summarises the existing criticisms. While criticism on the empirical validity of the model and its ethno-centricity are frequently mentioned in the literature, the authors of this article give special focus on the missing consideration of the spiritual aspect of human existence in Maslow’s model. The study explores reasons for the commodification of the model (i.e. the divorcing of the model from its substance and using it simply as a commodity) and the non-consideration of Maslow’s later changes. Special focus is laid on the usage of this model in marketing, given its position as a field which embodies the capitalist perspective so completely through, particularly, advertising but also through the conceptualisation of people. The article describes the model’s diverse reception in Muslim academic circles. It offers an Islamic critique of both its foundations and its usage. The study concludes that attempts at harmonising the model with the higher objectives (maqāṣid) of the Sharī‘ah do not do justice to either model.
Citation: (APA) Bouzenita, A. I., & Boulanouar, A. W. (2016). Maslow’s hierarchy of needs: An Islamic critique. Intellectual Discourse, 24(1).
Abstract: The purpose of this paper is to bridge the gap between previous examinations of advertising standardisation and consideration of Islamic ethics to develop a better understanding of how Islamic values influence global advertising strategy.
Citation: (APA) Turnbull, S., Howe-Walsh, L., & Boulanouar, A. (2016). The advertising standardisation debate revisited. Journal of Islamic Marketing
Abstract: In this paper the authors attempt to present a list of theories from the discipline of Islamic marketing. The list is neither complete nor a detailed description of all the attempts toward a theory of Islamic marketing. Indeed, it is not the intention of this work to provide such detail. Rather, this commentary is designed to motivate researchers to begin to address the subject of Islamic marketing in a manner that will pave the way for a more defined theory of Islamic marketing to be constructed, a subject that so far remains clearly under researched.
Citation: (APA) Theories of Islamic marketing. BA Alserhan, OM Althawadi, AW Boulanouar – International Journal of Islamic Marketing and Branding 1 (4), 297-304
Abstract: There is a dearth of research on the role of fitrah, the innate receptiveness to goodness, uprightness, and justice as Muslims understand it, and how it is expressed in and through consumption experiences, practices, and choices. The objective of this research is to study Muslim Māori women, the indigenous people of New Zealand, who have faced significant historical and personal fracturing of their identity narrative, and the reformulation and continuity of the narrative upon reversion to Islam (Islamic fitrah). Through participant observation, personal interviews, and immersion in the field, this study takes an ethnographic approach to uncovering the consumption habits and meanings of these new Muslims. We find that our informants are extraordinarily successful in “rewriting” the format of their lives and of securing for themselves ontological security and active, even vibrant, presentation and performance of themselves as Muslim women.
Citation: (APA) Kadirov, D., Allayarova, N., & Boulanouar, A. W. (2016). Transformation as reversion to fitrah: Muslim Māori women’s self-transformation through reflexive consumption. Journal of Business Research, 69(1), 33-44.
Expressing herself through brands: the Arab woman’s perspective
Abstract: This paper aims to extend Wallström et al.’s (2010) six-nation study on brand use and notions of self-expression to Arab women in the UAE. Additionally, it extends the scope of investigation to include an extensive qualitative data corpus to inform and explain the consumption practices of this large, very wealthy and under-researched sector of the global marketplace.
Citation: (APA) Alserhan, B. A., Halkias, D., Boulanouar, A. W., Dayan, M., & Alserhan, O. A. (2015). Expressing herself through brands: the Arab woman’s perspective. Journal of Research in Marketing and Entrepreneurship, 17(1), 36-53.
Abstract: Islamic marketing is a field which represents an opportunity to expand and improve the marketing specialisation and to reformulate and restructure business paradigms overall. Taking another look at the organic formulation of views and viewpoints in business means that research areas and alternative frameworks can be explored for the benefit of all market stakeholders. Looking at the market from an Islamic perspective offers a chance to think differently about markets and market frameworks, and allows improvements and corrections to be made to current market imperfections and inequities. This short piece discusses a few points important in conducting business from an Islamic perspective, and highlights some opportunities for future studies.
Citation: (APA) Boulanouar, A. W. (2015). Islamic marketing and branding: thinking outside the box. International Journal of Islamic Marketing and Branding, 1(2), 123-130.
Abstract: This paper explores the implications for Human Resources development (HRD) and practice for firms operating in the Arab Middle East. The paper makes two key contributions. Firstly, we expand the current understanding of Islamic axiology and the implications of Islamic ethics in a business context. Second we explore successful expatriation within multinationals within the Arab Middle East. We argue that in addition to the global competencies required by expatriates when undertaking an overseas appointment, firms should also provide training and development opportunities in Islamic ethics in order to facilitate effective business-to-business relationships to aid effective and efficient social networks. The article outlines a conceptual model of the factors influencing the success of expatriate assignments in the Arab Middle East during each stage of an expatriation.
Citation: (APA) El-Bassiouny, N., El-Bassiouny, D., Mohamed, E. K., & Basuony, M. A. (Eds.). (2020). Ethics, CSR and Sustainability (ECSRS) Education in the Middle East and North Africa (MENA) Region: Conceptualization, Contextualization, and Empirical Evidence. Routledge.
Abstract: All research comes from a particular perspective, and therefore has inherent bias. In applying paradigms developed within, or for, one culture or group, the question must be raised as to how applicable the paradigm is when applied to other groups or cultures. This paper considers symbolic interaction theory when applied to Muslim women and what they wear. The paper concludes that the theory is not a very good fit for Muslim women’s clothing, but with adaptations could still be used. It also proposes that other theories could also suffer from the same, or similar, problems of fit, but may be satisfactorily adjusted to be useful in different contexts.
Citation: (APA) Boulanouar, A. W., & Boulanouar, Z. (2013). Islamic marketing and conventional marketing theory: A brief case study of marketing what Muslim women wear. International Journal of Teaching and Case Studies 4, 4(4), 287-295.
Abstract: This study examines the Meaning of Moroccan Muslim Women’s Dress. It reviews the English language literature on symbolic consumption, sign, self, identity and clothing and informs it with an overview of an Islamic worldview relevant to the sample (Moroccan women). Clothing is a highly visible, publicly consumed cultural artefact and, as such, provides an excellent illustrative example with which a study of contextual, situated meaning can be properly considered. In so saying, the Islamic World View and the culture which springs from it is essentially included and, consistent with the critical case methodology employed, a historic, social and legal background of the Moroccan empirical context is provided. Given that the thesis itself is situated within the marketing, consumer behaviour, consumption, consumer culture theory, and symbolic consumption literatures implications for using particularly symbolic consumption theory for non-western samples is considered as are the implications for theories applied to Muslim samples across the social science disciplines, most especially the consideration of the impact and importance of Islam for Muslims and of transcendence as a motivator for behaviour and presentation. The study format was in-depth interviews with nine young Moroccan women and their mothers, in Morocco. Data included background interviews, the focal interviews, questionnaire results and field notes allowing a comprehensive corpus to be complied and, so, a detailed contextual picture to be developed. Methodological contributions are made with regard to accessing such a sample and considerations necessary to design a successful research project with a Muslim sample. 3/284 A further outcome was a highlight of differences in ethical considerations when studying particularly women from a Muslim culture with regard to definitions of privacy, public domains and propriety. The overall implications from the study point to a considerable gap in the extant literature and theory when considering such samples, making research projects utilising these respondents of negligible value in terms of a contribution to knowledge.
Citation: (APA) Boulanouar, A. W. (2011). Myths and Reality: Meaning In Moroccan Muslim Women’s Dress (Doctoral dissertation, University of Otago).
Abstract: This essay looks at the religious reasons for the wearing of clothing that conforms to the guidelines provided in the Islamic teachings. It discusses the inner character of Islam and explains how all permissible Muslim behaviour flows from the basic concept hay’a, or modesty. The explanation of these ideas in English-language writing is discussed; and also how some misunderstandings and misrepresentations result. The purpose of this work is to make clear the religious reasons Muslims, especially women, choose the form of dress they do, wherever they reside—even in New Zealand.
Citation: (APA) The notion of modesty in Muslim women’s clothing: An Islamic point of view
Abstract: This paper considers the Islamic concept of haya’ from the prespective of physical modesty, using the example of Muslim women’s clothing. It looks at the clothing requirements, considers how they “communicate” in a wester context and the implications for consumption.
Citation: (APA) Boulanouar, A. W., & Boulanouar, Z. (2013). Islamic marketing and conventional marketing theory: A brief case study of marketing what Muslim women wear. International Journal of Teaching and Case Studies 4, 4(4), 287-295.
Citation: (APA) Bastian, B. L., Metcalfe, B. D., Ng, P. Y., & Wood, B. P. Search for Articles.