Market as Religion: The Dynamics of Business Network in Megachurches
Contemporaneously, in market view, the market of symbolic goods of religion is characterized by the pluralism of options that the postmodern individual has to join religious institutions. In this scenerie, it establishes a situation of fierce rivalry for the achievement of competitive adv...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
FUCAPE Business School
2018-01-01
|
| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123056425004 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1825207307737235456 |
|---|---|
| author | Roberto Bazanini Celso Machado |
| author_facet | Roberto Bazanini Celso Machado |
| author_sort | Roberto Bazanini |
| collection | DOAJ |
| description | Contemporaneously, in market view, the market of symbolic goods of religion is characterized by the pluralism of options that the postmodern individual has to join religious institutions. In this scenerie, it establishes a situation of fierce rivalry for the achievement of competitive advantage. The according exploratory and qualitative research aimed at analyzing the marketing strategies developed by the IURD leaders with their stakeholders in the Solomon’s Temple. The results show that in the competitive market of symbolic goods of religion, the magnitude and sumptuousness of megatemples construct a brand image that places the theological concerns of a future life or of salvation in the background, prioritizing practical solutions to everyday problems .The contribution of the research is to explain how the neopentescostal churches reinterpret traditional values of religiosity, by accepting with naturalness what had been rejected by traditional Protestantism and, thus, to consolidate and at the same time to legitimize the new dynamics of the religions that they act with the logic of the market. |
| format | Article |
| id | doaj-art-fa4c21f419504035b04b20578da25965 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2018-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-fa4c21f419504035b04b20578da259652025-02-06T23:39:32ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2018-01-0115326228310.15728/bbr.2018.15.3.4Market as Religion: The Dynamics of Business Network in MegachurchesRoberto BazaniniCelso MachadoContemporaneously, in market view, the market of symbolic goods of religion is characterized by the pluralism of options that the postmodern individual has to join religious institutions. In this scenerie, it establishes a situation of fierce rivalry for the achievement of competitive advantage. The according exploratory and qualitative research aimed at analyzing the marketing strategies developed by the IURD leaders with their stakeholders in the Solomon’s Temple. The results show that in the competitive market of symbolic goods of religion, the magnitude and sumptuousness of megatemples construct a brand image that places the theological concerns of a future life or of salvation in the background, prioritizing practical solutions to everyday problems .The contribution of the research is to explain how the neopentescostal churches reinterpret traditional values of religiosity, by accepting with naturalness what had been rejected by traditional Protestantism and, thus, to consolidate and at the same time to legitimize the new dynamics of the religions that they act with the logic of the market.http://www.redalyc.org/articulo.oa?id=123056425004megatemplesmarket symbolic goodsstakeholderscompetitive advantagepower in network |
| spellingShingle | Roberto Bazanini Celso Machado Market as Religion: The Dynamics of Business Network in Megachurches BBR: Brazilian Business Review megatemples market symbolic goods stakeholders competitive advantage power in network |
| title | Market as Religion: The Dynamics of Business Network in Megachurches |
| title_full | Market as Religion: The Dynamics of Business Network in Megachurches |
| title_fullStr | Market as Religion: The Dynamics of Business Network in Megachurches |
| title_full_unstemmed | Market as Religion: The Dynamics of Business Network in Megachurches |
| title_short | Market as Religion: The Dynamics of Business Network in Megachurches |
| title_sort | market as religion the dynamics of business network in megachurches |
| topic | megatemples market symbolic goods stakeholders competitive advantage power in network |
| url | http://www.redalyc.org/articulo.oa?id=123056425004 |
| work_keys_str_mv | AT robertobazanini marketasreligionthedynamicsofbusinessnetworkinmegachurches AT celsomachado marketasreligionthedynamicsofbusinessnetworkinmegachurches |