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Spirit and PowerThe Growth and Global Impact of Pentecostalism$
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Donald E. Miller, Kimon H. Sargeant, and Richard Flory

Print publication date: 2013

Print ISBN-13: 9780199920570

Published to Oxford Scholarship Online: September 2013

DOI: 10.1093/acprof:oso/9780199920570.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 31 July 2021

Spirited Competition

Spirited Competition

Pentecostal Success in Latin America’s New Religious Marketplace

(p.65) 3 Spirited Competition
Spirit and Power

R. Andrew Chesnut

Oxford University Press

This chapter explores the reasons for Pentecostalism’s unparalleled success in Latin America’s free-market economy of faith. The charismatic branch of Protestantism has single-handedly created religious and social space where Latin Americans from the popular classes are free not to be Catholic. The roughly seventy-five million Latin American Pentecostals represent the same number of adherents as their chief competitors, the Catholic Charismatic Renewal. Through examination of the elements that determine the success or failure of any religious organization competing in an unregulated religious economy, Pentecostalism’s recipe for success becomes clear. Analyses of the Pentecostal product, marketing, its sales representatives, organizational structure, and consumers will illuminate the determining factors in this ecstatic religion’s commanding position in the free religious market.

Keywords:   Pentecostalism (and): religious economy, marketing, organizations, consumer, growth, Catholic

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