Supplier-retailer collaboration: Identify and eliminate halal certified store barriers
List of Authors
  • Anizah Zainuddin , Sarah Irdina Ridzwan

Keyword
  • supplier-retailer collaboration; retail value chain; halal certified store

Abstract
  • This article examines the supplier-retailer collaboration establishment so that its barriers to halal-certified stores can be identified to be eliminated. Past studies concerning supplier-retailer collaboration relationship mostly used data collected from traditional stores. Furthermore, knowledge of the relationship in relation to developing halal certified store operations is limited. Using a relationship theory, 24 participants comprising 12 executives from supermarkets management and 12 from consumer-packaged goods manufacturers executives were interviewed via semi-structured in-depth interviews. The purposive sampling technique was used to collect data from the interviews. The data was analysed by using thematic content analysis. The results showed that both parties were looking for better, but realistic advantages as this can facilitate to achieve halal-certified store goal. They believe that communication, trust and respect are important in realizing halal-certified store objective. Moreover, both suppliers and retailers feel that commitment from the highest-level of management is important to trigger and support a halal certified store. Additionally, they believe that old-fashioned communication such as face-to-face would be still, the best type of interaction between both parties. They regarded this type of communication facilitates data assessment between both parties. The participants too, agreed that collaboration need to be transparent between the suppliers and retailers. This means that collaboration cannot be achieved if trust is lacking. If that happens, the halal -certified store agenda may not be supported. However, difficulties in getting information and support from the participants, that is, both the retailers and suppliers, were among the main drawbacks of this study. Regardless, this study is significant for the retail industry as it has discussed the issues pertaining to the notion of halal certified store operation. This would certainly help the supermarket management in planning for their halal certified grocery business to pursue effectiveness in the operations and sustain in terms of competitiveness.

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