Many Korea businessmen are eager to jump on the halal bandwagon, but running a successful halal-directed business goes beyond mere certification. Market research is an important step, regardless of the potential. That of course just makes good business sense. Muslim consumers have the same demand expectations that prevail anywhere. The notion that that they are somehow or another indiscriminate in their tastes and preferences—as long as the product is faith-based—is a myth. ■
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