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The “Gospel” of Pentecostalism and Entrepreneurship: A Market Configuration
Abstract
Sieving through the avalanche of dissertations on the Pentecostal movements this chapter attempts to analyze the African Pentecostalism's structural arrangement to generate a deeper understanding of its operations and how the movement is re-inventing itself in contemporary epoch. This was done by appraising in-depth knowledge in concrete terms rather than in abstraction through the combination of notions of the market, entrepreneurship, diaspora, and development. Thus, the chapter develops a new sociological understanding of the differences and similarities between religion and the market in ethnic/diaspora entrepreneurship market space. It argues that the success of African Pentecostalism, both in Africa and the diaspora, is predicated on its ability to smoothly connect the past with the present. Whilst synthesis of African culture in the movement's liturgy is a proficient engagement with the past, inculcating the efficiency ethos of the market economy in its operations signifies a commitment to the present.
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