Market as Religion: The Dynamics of Business Network in Megachurches
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Data de Publicação: | 2018 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/31 |
Resumo: | 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. |
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Market as Religion: The Dynamics of Business Network in MegachurchesO Mercado como Religião: A Dinâmica da Rede de Negócios nos MegatemplosMegatemplesMarket symbolic goodsStakeholdersCompetitive advantagePower in networkMegatemplosMercado de bens simbólicosStakeholdersVantagem competitivaPoder nas redesContemporaneously, 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.Contemporaneamente, em termos mercadológicos, o mercado de bens simbólicos da religião se caracteriza pelo pluralismo de opções que o sujeito pós-moderno dispõe para se filiar às instituições religiosas. Nesse cenário, estabelece-se uma situação de acirrada concorrência para o alcance de vantagem competitiva. A pesquisa exploratória, de abordagem qualitativa teve como objetivo analisar as estratégias de marketing desenvolvidas pelos líderes da IURD junto aos seus stakeholders no Templo de Salomão. Os resultados da pesquisa apontam que no mercado competitivo dos bens simbólicos da religião, a magnitude e suntuosidade dos megatemplos constroem uma imagem de marca que coloca as preocupações teológicas de uma vida futura ou da salvação em segundo plano, priorizando soluções práticas para os problemas do cotidiano. A contribuição da pesquisa está em explicar como as igrejas neopentescostais reinterpretam valores tradicionais da religiosidade, ao fazer com que seja aceito com naturalidade o que havia sido rejeitado pelo protestantismo tradicional e, assim, consolidar e ao mesmo tempo legitimar a nova dinâmica das religiões que operam com a lógica de mercado.FUCAPE Business Shool2018-05-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/3110.15728/bbr.2018.15.3.4Brazilian Business Review; Vol. 15 No. 3 (2018): May to June 2018; 262-283Brazilian Business Review; v. 15 n. 3 (2018): Maio a Junho de 2018; 262-2831808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/31/45http://www.bbronline.com.br/index.php/bbr/article/view/31/46Copyright (c) 2018 Brazilian Business Reviewhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessBazanini, RobertoMachado Junior, Celso2018-10-31T18:59:37Zoai:ojs.pkp.sfu.ca:article/31Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-10-31T18:59:37BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
Market as Religion: The Dynamics of Business Network in Megachurches O Mercado como Religião: A Dinâmica da Rede de Negócios nos Megatemplos |
title |
Market as Religion: The Dynamics of Business Network in Megachurches |
spellingShingle |
Market as Religion: The Dynamics of Business Network in Megachurches Bazanini, Roberto Megatemples Market symbolic goods Stakeholders Competitive advantage Power in network Megatemplos Mercado de bens simbólicos Stakeholders Vantagem competitiva Poder nas redes |
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 |
author |
Bazanini, Roberto |
author_facet |
Bazanini, Roberto Machado Junior, Celso |
author_role |
author |
author2 |
Machado Junior, Celso |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Bazanini, Roberto Machado Junior, Celso |
dc.subject.por.fl_str_mv |
Megatemples Market symbolic goods Stakeholders Competitive advantage Power in network Megatemplos Mercado de bens simbólicos Stakeholders Vantagem competitiva Poder nas redes |
topic |
Megatemples Market symbolic goods Stakeholders Competitive advantage Power in network Megatemplos Mercado de bens simbólicos Stakeholders Vantagem competitiva Poder nas redes |
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. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-05-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/31 10.15728/bbr.2018.15.3.4 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/31 |
identifier_str_mv |
10.15728/bbr.2018.15.3.4 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/31/45 http://www.bbronline.com.br/index.php/bbr/article/view/31/46 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2018 Brazilian Business Review https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2018 Brazilian Business Review https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 15 No. 3 (2018): May to June 2018; 262-283 Brazilian Business Review; v. 15 n. 3 (2018): Maio a Junho de 2018; 262-283 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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1754732236866846720 |