Purpose The purpose of this paper is to scrutinize the marketing orientation and market-oriented cultural elements of integrated Islamic schools. These integrated schools teach modern science curriculum alongside comprehensive religious instruction in an Islamic environment. Design/methodology/approach This is an inductive, exploratory research from an interpretivist study. Narrative inquiry was undertaken to understand the perceptions, attitudes and actions of school senior management and teachers. Content analysis of the school websites and social media pages was carried out. In total, 7 schools and 16 respondents became part of the purposive sample. Findings The presence of several integrated Islamic schools, experienced Islamic education leadership and Islamic education consultants are evidence of a growing sector. The schools are technologically enabled, strongly customer-oriented and adept at inter-functional coordination. The need-gap found in this sector is in competitor orientation, curriculum development and recruitment of specific criteria-based staff. Practical implications With the mushrooming of integrated Islamic schools in Pakistan, the level of competition has also risen. The schools have made a considerable investment and strives to maintain and increase the enrollment rate of the institute. This research can enlighten integrated Islamic educators about effective education marketing practices and the prevalence of marketing orientation in such schools. Originality/value In Pakistan, private primary schools strive to differentiate themselves and competitively position their value proposition. The marketization of education has begun to affect perceptions of school staff, teachers, students and academic work itself. Yet, there is scarce exploratory research on marketing done by integrated Islamic primary schools. This study will contribute foundational work for the development of a holistic marketing model tailored to the requirements of integrated Islamic schools.

Sharia-compliant companies follow Islamic laws in business. The owners of such companies adhere to the Islamic ideology in their professional and personal lives. This study analyses the interplay of business leader's religiosity and its manifestation in the organisation. The interconnection between personal religious values and business practices was explored. The grounded theory qualitative approach was adopted and in-depth interviews conducted. Findings revealed an overarching environment of industry's ethical practices and the business leader's level of authority. The business leader is influenced by personal conditions like his attitude of gratitude to Allah, his level of Islamic knowledge and his family's support. Many causes, processes and consequences of using an Islamic business model were discovered. This study offers insight into narratives of Muslim business leaders and the influence of their strong sense of religion on professional life, business strategy and operational decisions.

Sharia-compliant companies follow Islamic laws in business. The owners of such companies adhere to the Islamic ideology in their professional and personal lives. This study analyses the interplay of business leader's religiosity and its manifestation in the organisation. The interconnection between personal religious values and business practices was explored. The grounded theory qualitative approach was adopted and in-depth interviews conducted. Findings revealed an overarching environment of industry's ethical practices and the business leader's level of authority. The business leader is influenced by personal conditions like his attitude of gratitude to Allah, his level of Islamic knowledge and his family's support. Many causes, processes and consequences of using an Islamic business model were discovered. This study offers insight into narratives of Muslim business leaders and the influence of their strong sense of religion on professional life, business strategy and operational decisions.

online), is published quarterly by Psi Chi, the International Honor Society in Psychology. All contents ©2018 by Psi Chi. The pub li ca tion schedule fol lows the ac a dem ic year: fall, win ter, spring, and summer. All opinions ex pressed in signed ar ti cles are those of the author(s) and do not nec es sar i ly reflect those of the editors and/or Psi Chi.