by Allen Middlebrooks

As with most commodities, religion—especially Christianity—is divided and dissected by several varying, (and, sometimes, conflicting) beliefs. Most know about the the top-down organization of the Roman Catholic Church . At the head is the pope. Deciding and dictating doctrinaire policy, the pope, through his subordinates—cardinals, archbishops, bishops, priests and deacons—commands the methods of worship and modes of practice. Not all Christian denominations are so strictly and stringently structured as Catholicism. Among the several subdivisions of Christianity, one differing significantly from the top-down structure of Catholicism is Presbyterianism . Basic beliefs and codifications of faith are determined by lay and clerical members elected by congregational members of equal status. Appeals stemming from disputes on doctrinaire beliefs are heard by a hierarchy of courts. This denomination is more “democratic.”

Christianity, is not just shaped by politics; economics has become an increasingly inspiring ideal with which to judge the success of religion—specifically among the surging evangelical mega-churches and their subsidiaries.

As recently reported in the Economist and Harpers, these institutions embrace particular elements and ideas formerly reserved for boardrooms and shareholder meetings. Adopting what has been dubbed “free-market theology,” such establishments incorporate concepts ranging from target audiences to user-friendliness, utilize strategic-planning visions, and employ MBAs in their management teams, often with the label of CEO. Especially appealing to the consumer, these churches tend to focus on providing entertainment and community services—sports, food courts, Internet, concerts, cinema, banks, pharmacies, childcare—and sponsor groups for diverse interests (mountain climbers or racing enthusiasts, for example). Churches also increasingly offer social services, including problem-solving classes on taxes and finances, drug- and sex-addiction counseling, health care, and employment aid.

This “Americanization” of Christianity is embodied by an American-modeled, market-based approach to selling the Gospel—spirituality as commodity. American evangelical churches, embodying the free-market ideal of customer service and implementing corporate structure, have succeeded in expanding membership in and outside the United States to an unprecedented level. From South Korea to South Africa, cell-group Evangelical Churches utilize modern media to sell spiritual connection to the Pastors of these mega-churches. Examples include Rick Warren’s Saddleback Church in Southern California (80,000 members), New Life in Colorado Springs (11,000), Lakewood in Houston (30,000), Willow Creek in Chicago (7,200) and similar communities spread across the religious rich regions of the Southeast and -west. Separate, but no less zealous, the Church of Jesus Christ of Latter-day Saints , or Mormon church, not only boasts an astounding global membership of 11 million—as well as more than 5 million U.S. members, a figure that ranks the church in the top-five congregation sizes in the United States—but also an estimated $30 billion in assets.

Bill Bilsley / Business Week

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