Abstract
It has been 20 years since the concept of Business as Mission (BAM) was first introduced. BAM may be a good approach for the new context of cross-cultural missions today. This is a multiple case study, looking at 5 BAMs in a city in the Hindu world. Here are some findings. Concentrating on business in the early stage helped establish the business better. In the survival stage, paying attention to the needs of the market and customers provided more chance for survival. All BAMers in the study catered to the locals. The BAMers in the study did not have expertise in their business, but they sought and received help from experts and supporters. BAMers’ understanding of BAM was closely related to their ministry and the growth of their business.
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