Anotace:
With its rich Islamic cultural heritage, Malaysia has been at the forefront of the Halal food industry, presenting opportunities and challenges for its small and medium enterprises (SMEs). This study offers a critical review of the multifaceted challenges faced by these SMEs in the competitive landscape of the Halal food sector. Through a review of 79 scholarly articles from Scopus and Google Scholar databases covering the years 2013 to 2023, we unearthed a spectrum of challenges. Key among them are inconsistent Halal standards and a labyrinthine certification process, compounded by barriers in international trade, financing conundrums, evolving marketing paradigms, innovation deficits, and branding complexities. In response, this research outlines strategies tailored for industry resilience and growth. Central to our recommendations is the imperative to bolster Malaysia's stature as a global Halal food nexus, emphasising cutting-edge branding techniques, leveraging the potential of e-commerce, and strategically positioning for increased Halal food exports. Drawing these insights, the study furnishes SMEs, researchers, and policymakers with a roadmap for industry evolution and underscores the importance of research in this domain.