![]() In doing so, we will see that megachurches have been strategic by approaching the religious marketplace emphasising flexibility in their approach to supplying a religious product and allowing for a customised spiritual experience to attendees. The literature offers insights as to how and why churches succeed or fail, and then reconciles the lessons learned with the megachurch experience (the interested reader is directed to Iannaccone (1998) and Witham (2010) for comprehensive summaries of the academic literature on an economic approach to religion). We then relate these trends to a significant literature drawn primarily from economics and sociology. ![]() The chapter begins by characterising the marketplace of religion in the usa in recent history, documenting the fluid nature of church membership resulting from a consumer driven approach to choosing a church. ![]() This chapter explores the strategic efforts megachurches have employed in a volatile religious marketplace to better understand their success. ![]() As Thumma and Travis’ book title, Beyond Megachurch Myths: What We Can Learn From America’s Largest Churches (2007) suggests, much of what many think they know about megachurches may, in fact, be incorrect. ![]() Given the nature of their general success, their approach is likely to offer some insight as to how to be a successful church in a time when many other churches are losing congregants. Megachurches represent a relatively new way of ‘doing church’. ![]()
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