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...

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Autores principales:	Roberto Bazanini, Celso Machado
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2018
Materias:	megatemples market symbolic goods stakeholders competitive advantage power in network Business HF5001-6182
Acceso en línea:	https://doaj.org/article/fa4c21f419504035b04b20578da25965
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spelling	oai:doaj.org-article:fa4c21f419504035b04b20578da259652021-11-11T15:48:07ZMarket as Religion: The Dynamics of Business Network in Megachurches1807-734X10.15728/bbr.2018.15.3.4https://doaj.org/article/fa4c21f419504035b04b20578da259652018-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123056425004https://doaj.org/toc/1807-734XContemporaneously, 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.Roberto BazaniniCelso MachadoFUCAPE Business Schoolarticlemegatemplesmarket symbolic goodsstakeholderscompetitive advantagepower in networkBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 15, Iss 3, Pp 262-283 (2018)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	megatemples market symbolic goods stakeholders competitive advantage power in network Business HF5001-6182
spellingShingle	megatemples market symbolic goods stakeholders competitive advantage power in network Business HF5001-6182 Roberto Bazanini Celso Machado Market as Religion: The Dynamics of Business Network in Megachurches
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
author	Roberto Bazanini Celso Machado
author_facet	Roberto Bazanini Celso Machado
author_sort	Roberto Bazanini
title	Market as Religion: The Dynamics of Business Network in Megachurches
title_short	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_sort	market as religion: the dynamics of business network in megachurches
publisher	FUCAPE Business School
publishDate	2018
url	https://doaj.org/article/fa4c21f419504035b04b20578da25965
work_keys_str_mv	AT robertobazanini marketasreligionthedynamicsofbusinessnetworkinmegachurches AT celsomachado marketasreligionthedynamicsofbusinessnetworkinmegachurches
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Market as Religion: The Dynamics of Business Network in Megachurches

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