Religion-motivated Enterprises in the Marketplace

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.

Laudato si’ – A Macromarketing Manifesto for a Just and Sustainable Environment

“…It is imperative to note that CST reflects scripture-based precepts advanced by all Abrahamic religious traditions - Moslem and Jewish as well as Christian sects (see Caux Round Table 2010, pp. 9-10, and Klein, Laczniak, and Santos 2017, p. 105). Thus, while this body of writing is called “Catholic” Social Thought, it is rooted in the doctrine of many of the world’s religions.…”

“…In the context of the social sciences, religion is usually viewed as a socio-cultural phenomenon (e.g., Putnam and Campbell 2010). In the context of marketing practice, religion is seen to influence both consumption (LaBarbara 1987; Mathras et al 2016; Yurdakul and Atik 2016; Chowdhury 2018a, 2018b; Khan 2018; Razzaq et al 2018) and business practices (Cai, Li, and Tang 2020; Cai and Shi 2019; Chan and Ananthram 2019; Friedman 2001; Hu, Lian, and Zhou 2019; Klein, Laczniak, and Santos 2017; White and Samuel 2016) -- or not (Aydin and Alquayid 2017). The more normative perspective—i.e., how religion based values can shape ethical marketing decisions—has been underscored previously (e.g., Klein 1987; Dixon 2001, Klein and Laczniak 2009), including research specifically focused on environmental concerns (Leary, Minton, and Mittelstaedt 2016; Landrum, Tomaka, and McCarthy 2016; El Jurdi, Batat, and Jafari 2017).…”

Malay Muslim Religious Ideology: Representations of Gendered Beauty Ideals in Women’s Magazines

“…On the other hand, institutional authority is the external power that indirectly controls market behavior; social authority is moral and indirectly controls the behavior of market participants. Macromarketers have considered the relationship between religions and markets (Mittelstaedt 2002) and the diversity of religiously affiliated enterprises (Klein, Laczniak, and Santos 2017). Yazdanparast et al (2018) demonstrate how a political system uses advertising to shape women's role in Iranian society as the effects of revolution are absorbed.…”

Considering Value-related Concepts in Service-oriented Approaches to Marketing Studies in Light of Philosophical and Economic Value Theories

“…Value creation in the sense of appreciation involves reference to at least one value sphere and establishing a difference in the assessment of x as, for example, practical/nonpractical or beautiful/ nonbeautiful. Marketing studies (a family of second-order theories) draws on the economic value category on a regular basis but has also referred to what is practical, beautiful, or sacred (Klein et al 2017).…”