International joint venture strategy: an SME’s expansion into the halal global market

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When new entrants and stiffer competition posed a long-term threat to JH International (JHI) domestically, the company decided to embark on international expansion. Initially, the company exported to other Asian countries; however, the dispute between the U.S. and China over poultry trade presented the company with the opportunity to enter China via an international joint venture. This case study examines the risks and opportunities faced by JHI post entering the halal food market in Xinjiang, China.
Original languageEnglish
Pages (from-to)343-354
Number of pages12
JournalJournal of International Business Education
Issue number1
Publication statusPublished - 2019


  • international business expansion
  • supply chain
  • foreign market
  • opportunities and risks
  • operations

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