The Model of Asymmetry in Sister City Relationships to Promote Halal Goods

Abstract

Islam occupies the second position as the largest religion in the world with 1.91 billion followers. However, little research has been done to understand the opportunities and challenges of halal business. This study aims to explore and examine the extent to which the Sister Cities programs promote local halal goods. Halal goods and Islamic branding can positively help in reshaping the image of Islam across the globe. Observations such as identifying halal goods as eco-friendly reflect the increased sensitivity among consumers in developing nations, which was a behavior common among Westerners. The theoretical model presented here argues that mutual compatibility must be met for both countries to benefit from the program. The compatibility requirements suggested are asymmetry category in a mutual cultural environment that includes religious and ideological agenda. Empirical testing has found the most beneficial coupling method, in terms of the number of the need for halal products and the destination country, was the different sizes method (Big-Small and Small-Big). The model designed here, and the empirical results may assist Local Governments to design a more efficient Sister City engagement policy for their city. This paper is an attempt to re-initiate the discussion of empirical studies on Islamic branding in the emerging economics context through sister-city relationships. This conclusion implies that local governments have a great opportunity to advance their particular cities and gain from global cooperation through sister-city relationships. Nevertheless, their programs could not promote all aspects of halal goods.