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Abstract
The objective of the study is to describe how the actors within the network of companies involved in the export of Brazilian Halal chicken interact in order to meet the religious requirements of the Muslim market in the Middle East. Qualitative research was undertaken via a single case study. Primary evidences were collected in semi-structured interviews and via participative observation within the network; secondary evidences were collected through documents and the internet. The results indicated that the interaction between the actors of the network creates important conditions for the commercialization and acceptance of Halal chicken produced in Brazil for the Middle East. The local Islamic centers, which are central institutions of the network, provide credibility and integrity to Muslim consumers.
Highlights
Companies who act in networks have the possibility of accessing resources that are critical to their business (Gulati and Gargiulo, 1999)
Since the 1970s, Brazilian exporters have been adapting themselves to the demands of the Muslim market with regard to the tenets of Islam (Tieman et al, 2013), i.e., the country specialized in the production of chicken using the Halal method
The aim of the present study is to describe how the exporters in the network of companies involved in the export of Brazilian Halal chicken interact in order to meet the religious requirements of the Muslim market
Summary
Companies who act in networks have the possibility of accessing resources that are critical to their business (Gulati and Gargiulo, 1999). There are companies that act in different stages, from development or extraction of raw materials, to transformation and leading distribution (Folkerts and Koehorst, 1998). Studies regarding agribusiness networks in emerging countries such as Brazil depend on studies regarding chicken meat, bovine meat, orange and soya, with a focus on social and economic development, on the generation of jobs and on Brazil’s competitiveness in the international context (Nelson, 2013). The present study focuses on agribusiness activities involving Brazilian chicken, which occupies the first position on the world export market since 2004, surpassing European countries and the United States (USDA, 2013). Since the 1970s, Brazilian exporters have been adapting themselves to the demands of the Muslim market with regard to the tenets of Islam (Tieman et al, 2013), i.e., the country specialized in the production of chicken using the Halal method. The nomenclature represents the foods allowed for consumption by Muslims according to the precepts of the Koran, Bee Surah, verse 115: “...they have forbidden only the animal which is found dead, blood, pork meat and the animal which is sacrificed by invoking a name other than Allah” (Holy Quran, 2014)
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