A halal business model as enshrined in the Quran emphasises the importance of innovation for a firm's competitive advantage and its sustainability. However, the current state of knowledge about the innovation capability of the halal business model has yet to be studied. This research is a novel attempt to develop a strategic model for a halal business to sustain their operations based on the knowledge of halal business prescribed in the Quran. The interview findings of a case study of halal third party logistics (3PL) providers reveal that they have shown a more proactive improvements in handling halal logistics and accessing halal resources and capabilities which enhance the firms' innovation capabilities. The strategic management of halal business drives a firm's sustainability by maximising benefits to profit, product/service, people, planet and God as well as minimising cost and hardship. Directions for future research and theoretical development are suggested.
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Karıa et al. (2016) studied this question.