ISLAMIC BUSINESS COMMUNICATION PRINCIPLES IN THE GLOBAL HALAL ECOSYSTEM: CASE STUDIES OF NEGOTIATION AND MARKETING OF INDONESIAN PRODUCTS TO THE MIDDLE EAST
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The rapid expansion of the global halal market presents significant opportunities for Indonesian businesses, yet effective cross-cultural communication with Middle Eastern partners remains a formidable challenge. Conventional business communication models often fail to address the specific Islamic ethical principles that are foundational to building trust. This study aims to identify and analyze these principles and their application in negotiation and marketing by Indonesian companies. Employing a qualitative multi-case study approach, data was gathered through in-depth interviews with export managers and content analysis of marketing materials. The results indicate that successful firms strategically embed principles like siddiq (truthfulness) and amanah (trustworthiness) into their communication. Building personal relationships (silaturahim) was found to be more effective than aggressive tactics, leading to stronger partnerships. This research concludes that a communication strategy rooted in Islamic ethics is a critical success factor, providing a competitive advantage by fostering the long-term trust essential for sustainable trade in the global halal ecosystem.
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