ABSTRACT
This chapter analyses the prevailing debates on what constitutes 'Islamicness' in contemporary spaces of markets. It argues that in order to build and sustain reputation in highly politicised and symbolised global socioeconomic systems, organisations need to avoid transient identity anxieties and adopt a long-term strategic approach. The chapter argues that reputation is socially constructed and is evaluated by different stakeholders based on the organisation's expected behaviours. 'Islamic' markets are indeed considerably large in size and attractive in financial value. The uniqueness of Islamic business ethics lies in the fact that whilst it promotes market activities and profit maximisation, it defines a clear framework within which these activities should take place. The implementation of Islamic business ethics is a major challenge because there are many institutional obstacles that influence its performativity. Islamicness for organisations means looking at the business as a means of contributing to the welfare of community at large.
