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 ...