Abstract
PurposeBrunei Darussalam, a rentier state, aims to be one of the leading nations in the global halal industry, and logistics play a key role in realising the goal. However, even though logistics is a vital aspect of the halal supply chain, little is known about the halal logistics scene in Brunei. Therefore, this paper aims to discuss and uncover the various strengths, weaknesses, opportunities and threats surrounding the country's halal logistics sector.Design/methodology/approachThe paper employs a subjective environmental scanning approach and a SWOT analysis technique through the author's observation of Brunei's halal logistics ecosystem from both intrinsic and extrinsic lenses.FindingsThe paper argues that substantial institutional support is an apparent strength, but the lack of halal logistics experts is a distinct weakness. Meanwhile, the growing use of technology presents an opportunity for the industry, but formidable regional competition poses a significant threat.Research limitations/implicationsDespite the paper's qualitative approach, insights from it could offer a better understanding of halal logistics in Brunei and serve a platform for future research endeavours.Originality/valueBeing a rentier state that depends on a non-renewable source, this paper offers an alternative strategy to diversify the economy and venture into the halal economy.
Highlights
The recent 2019–2020 Global Islamic Economy Indicator (GIEI) (DinarStandard, 2019) forecasts that by 2024, the global Islamic economy would experience a substantial growth across multiple sectors in halal food, finance, tourism, cosmetics, pharmaceutical and fashion
The outcome from the observation and SWOT analysis highlighted that substantial institutional support, high local entrepreneurial drive, strong consumer demand and premium halal image are the strengths of halal logistics in Brunei
With the rampant use of information technology (IT) in logistics, the growing global demand in various halal sectors, as well as being a member of OIC and Association of Southeast Asian Nations (ASEAN) present excellent opportunities for halal logistics to thrive in Brunei
Summary
The recent 2019–2020 Global Islamic Economy Indicator (GIEI) (DinarStandard, 2019) forecasts that by 2024, the global Islamic economy would experience a substantial growth across multiple sectors in halal food, finance, tourism, cosmetics, pharmaceutical and fashion. The Islamic economy has experienced a steady growth (Figure 1) that is estimated to reach a staggering USD 3.2 trillion by 2024. The halal industry is the centre of the Islamic economy. Given the positive outlook and stable growth, it is a widely held view that the halal industry has emerged as one of the largest and most lucrative consumer markets in the world. The full terms of this license may be seen at http:// creativecommons.org/licences/by/4.0/legalcode
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