The international expansion of religious organizations in Africa

Abstract

The marketing of religion remains a large research area to explore, simply because the studies that have been conducted are mostly applications of a marketing mix to the religious offer. In the context of globalization, it is surprising that the internationalization of religious organizations remains an uncovered subject because Christian religions have a biblical mission to become international. This paper explores the phenomenon of the internationalization of religious organizations in order to better understand their preferred expansion modes in Ivory Coast, since Western evangelist Christian communities in West Africa have flourished in recent decades. The current analysis allows us to draw a conclusion that the process of religious expansion is truly the result of a strategic reflection supported by marketing tools and communication. This emphasizes the role of marketing as a leverage for profit and nonprofit organizations, as well as its growing importance as a means for appealing to the masses among new Christian communities of Third World countries. Copyright © 2012 John Wiley & Sons, Ltd.