God in the marketplace : Pentecostalism and marketing ritualization among Black Africans in the UK
Purpose: This paper aims to examine market-mediated transformative capacities of Black African Pentecostalism. It does this by exploring the interface between religion, culture and identity to generate a fresh interpretation of how marketing is ritualized among UK’s Black Africans on the platform of Pentecostalism. Design/methodology/approach: Methodology is based on in-depth interviews with respondents drawn from the African Pentecostal movements in London, UK. This paper shows how adherents’ responsiveness to Pentecostal dogmas generated market advantages. Findings: The paper reveals the interconnectedness of religion, faith and culture which, in turn, coalesced into a dense network that defines the reproduction, organization and approach to entrepreneurial marketing. Originality/value: Pentecostal practices unveil the marketing notion of “Pentepreneurship”, which combines both spiritual and enterprise activities to formulate a fused space of engagement straddling the sacred and the secular. This fusion points to a unique platform of entrepreneurial marketing that bestrides ethno-cultural, religious and economic identities.
Year of publication: |
2020
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Authors: | Ojo, Sanya ; Nwankwo, Sonny |
Published in: |
Journal of Enterprising Communities: People and Places in the Global Economy. - Emerald, ISSN 1750-6204, ZDB-ID 2279480-3. - Vol. 14.2020, 3 (29.06.), p. 349-372
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Publisher: |
Emerald |
Saved in:
Online Resource
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