The Wharton School of Business has posted an article on their online journal, Knowledge@Wharton, about the growing trend of marketing products through churches. In part 2 of the article we hear from some critics of linking business practices and ministry including Jim Collins, author of the business best-seller Good to Great.
The overlap between commerce and Christianity also leaves some churches vulnerable to purely commercial marketing, says Moore, director of the American Studies program at Cornell University. "When you have churches thinking along business lines, receptiveness to sales pitches is just the direction that things go." Megachurches are particularly vulnerable because they are so intent on growth. "Religious organizations actively seeking to grow and expand - raise money, reach new members - do things that are as much secular as religious," Moore notes. "When you have megachurches with huge auditoriums, and lots of stores and schools and gymnasiums inside, it begins to look less and less like a religious place."
Growth is key to megachurch success because large, enthusiastic congregations are what megachurches "sell" to potential members, according to James Twitchell, author of the forthcoming Shopping for God: How Christianity Went from In Your Heart to In Your Face.
The first thing you hear at a megachurch these days "is how many new members they have. Churches used to be politely non-competitive," says Twitchell, professor of English and advertising at the University of Florida. But since so many megachurches are now independent or quasi-independent of centralized denominations, they aggressively compete with other churches for members. Maintaining rapid growth is tough, and when churches falter, that's ...