摘要：A comprehensive halal food guideline known as Malaysia Standard Halal Food Guidelines (MS 1500: 2009) was launched in 2004. This standard is a new concept in marketing as well as a quality benchmark for producers. The objective of the study is to analyse the gap between importance and performance factors in the implementation of MS 1500: 2009 Halal food guidelines in Malaysia. Survey questions were distributed to managers or supervisors of selected Halal companies located at two Halal Hubs in Malaysia. Findings suggest that the companies in the sample should target improvements of the premises’ layout in the implementation of MS 1500: 2009 standard. Besides that, these companies shall also focus on the factor that relates to the processing of Halal food. The results indicate that the use of the importance-performance analysis in evaluating the implementation of MS 1500: 2009 standard can identify how companies implement this standard effectively.
