Jesus, CEO (churches as businesses)

Jesus, CEO (churches as businesses)

The Economist, December 24-January 6, 2006 Vol. 377 No. 8458, Start Page: 59, No. of pages: 3

Purpose – To describe how US churches are adopting techniques commonly associated with the corporate sector. Design/methodology/approach – Looks at how the churches in the USA are adopting business strategies to win over non-believers; presents a profile of Willow Creek Community Church, Illinois;refers to its mission statement, management team structure, seven-step strategy and set of ten core values. Outlines how churches are broadening their appeal and bringing a customer-centered approach to their work; refers to the many services that the churches are now offering and highlights how they are using new technologies and new formats to attract new followers. Reports on how the changes are being driven by pasterpreneurs who are committed to not only applying management techniques to their own churches but spreading the word to others; puts forward how the strategy has resulted in a massive growth in church attendance and an increase in the number of very wealth pasterpreneurs. Outlines the problems that this growth poses for the churches and reports on how some of the churches are meeting the challenge; draws attention to the misgivings,expressed by some, about the changes and their belief that these churches are not about religion but about self-help. Originality/value – Provides an interesting account of how corporate ideals and values are being taken up churches in the USA.ISSN: 0013-0613Reference: 35AD204

Keywords: Churches, Corporate strategy, Marketing strategy,Relationship marketing, Religion, United States of America