Document Type

Article

Language

English

Publication Date

3-2017

Publisher

SAGE Publications

Source Publication

Journal of Macromarketing

Source ISSN

0276-1467

Abstract

This exploratory essay identifies and examines a variety of religiously affiliated or inspired enterprises operating in otherwise secular marketplaces. While explicitly recognizing that some marketplace manifestations of religion can be controversial, even dysfunctional, it argues for the evident macromarketing relevance of this project. The approach for analyzing what this paper refers to as “religion-motivated enterprises” (RMEs) consists of (1) a nominal classification scheme to illustrate and categorize the diversity of RME examples; (2) some foundational principles shared among major faith traditions that provide a basis for an RME ethos; and (3) basic propositions that, with future empirical testing, may explain the contributions of these organizations to improved market performance. Our commentary includes environmental factors that prompted the establishment of many RMEs, the nature of their sustainability, and the importance of mission statements to their operations. Finally, we identify opportunities for additional research and summarize the macromarketing contributions of this article.

Comments

Accepted version. Journal of Macromarketing, Vol. 37, No. 1 (March 2017): 102-114. DOI. © 2017 SAGE Publications. Used with permission.

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