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Religion-Motivated Enterprises In The Marketplace: A Macromarketing Inquiry, Thomas A. Klein, Gene R. Laczniak, Nicholas J. C. Santos
Religion-Motivated Enterprises In The Marketplace: A Macromarketing Inquiry, Thomas A. Klein, Gene R. Laczniak, Nicholas J. C. Santos
Marketing Faculty Research and Publications
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 …