Bazanini, Roberto; Giglio, Ernesto Michelângelo

doi:10.1590/1984-9240837

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Sumário

Articles • Organ. Soc. 24 (83) • Oct-Dec 2017 • https://doi.org/10.1590/1984-9240837 copiar

O papel dos stakeholders no Templo de Salomão: um estudo exploratório

Autoria SCIMAGO INSTITUTIONS RANKINGS

Resumo

Esse artigo descreve a atuação dos stakeholders no mercado de bens simbólicos da religião. Por intermédio de pesquisa exploratória, de natureza qualitativa, o objetivo da pesquisa está em analisar a importância desse megatemplo para a Igreja Universal do Reino de Deus (IURD) como empresa inserida no concorrencial de bens e serviços religiosos para o alcance de vantagem competitiva. Os resultados da pesquisa mostram que a criação de megatemplos pode ser concebida uma situação real de mercado competitivo capaz de influenciar as estruturas de organizações religiosas pela visibilidade política e da mídia que ele proporciona. A contribuição da pesquisa está em discutir a pertinência da aplicabilidade da teoria dos stakeholders no mercado de bens simbólicos da religião por permitir estudar a criação dos megatemplos como estratégia de marketing a partir da perspectiva de redes de relacionamentos com outros atores.

Palavras-chave
Teoria dos stakeholders; Redes de relacionamento; Estratégias de marketing; Megatemplos

Members	Name	Priest	Localization
230,000	Yoido Full Gospel	Uninformed	Seoul - South Korea
75,000	Deeper Christian Life Ministry	Willian Kumuyi	Lagos - Nigeria
60,000	Faith Church	Sando Nemeth	Budapest - Hungary
60,000	Mision Carismatica Internacional	Cesar Castellanos	Bogota - Colombia
60,000	Pyungkang Cheil	Abraham Park Yook-Sik	Seoul - South Korea
50,000	Living Faith	David Oyedepo	Lagos - Nigeria
50,000	Yeshu Debar	Rajendra B. Lal	Allahabad - India
50,000	New Life	S. Joseph	Bombay - India
50,000	Nambu Gospel Church	Uninformed	Anyang - South Korea
45,000	Catedral Evangelica de Santiago	Eduardo D. Castro	Santiago - Chile

Stakeholders	Power	Legitimacy	Urgency	Classification
Federal Government	X	X	X	Definitive stakeholder
Evangelical Block	X	X	X	Definitive stakeholder
Hierarchy Members	X	X	X	Definitive stakeholder
Allied media		X		Arbitrary stakeholder
Opposing media	X		X	Dangerous stakeholder
Concurrent/detractors	X		X	Dangerous stakeholder
Former allies/ competitors	X		X	Dangerous stakeholder
Faithful		X		Dependent stakeholder

Escola de Administração da Universidade Federal da Bahia Av. Reitor Miguel Calmon, s/n 3o. sala 29, 41110-903 Salvador-BA Brasil, Tel.: (55 71) 3283-7344, Fax.:(55 71) 3283-7667 - Salvador - BA - Brazil
E-mail: revistaoes@ufba.br

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[1] Source: Gospel Mais (2012)GOSPEL MAIS. Estudo sobre megatemplos evangélicos lista as grandes igrejas do mundo; confira as dez maiores. 15 Feb. 2012. Available at: <http://noticias.gospelmais.com.br/estudo-mega-templos-evangelicos-lista-grandes-igrejas-mundo-30631.html>. Last accessed on: 19 Sept. 2017.
http://noticias.gospelmais.com.br/estudo... .

1.	All organizations of symbolic goods are in a constant struggle for the conquest of the consumer's mind;
2.	What an organization gains in membership represents losses to competitors;
3.	As the behavior of the consumer of these goods tends to be irrational, it is quite common to use subliminal techniques;
4.	By virtue of the very cannibalism of the market, the option to extinguish the competition is often the only way to survival.

1.	Who are the main agents involved in the present activities of Solomon's Temple?
2.	How can the attributes of power, legitimacy and urgency be assigned?
3.	From this group, which stakeholders must be more closely monitored by the leaders responsible for the megachurches?
4.	Within the network of relationships that permeates Solomon's Temple, what are the strengths and weaknesses of the members of the UCKG hierarchy?
5.	How can the construction of Solomon's Temple generate a market advantage for the sale of religious goods?

1 -	The people worship physical spaces rather than the house of God.
2 -	There will be pilgrimages as if it was a sacred place.
3 -	One more incitement of the Brazilian religious market will be created.
4 -	To return to worshiping the old testament is a regression of the Christian faith.
5 -	In spite of the statement "Done for God's glory", Solomon's Temple will not serve a poor person, a widow, a person in need, outcasts and orphans, but rather the people who will serve the temple and pay its expenses.
6 -	God is not in temples built by human hands, but lives in people through his Spirit. Christians are the true temple of the Spirit of God.
7 -	The work will hold the tombs of the family of the organization leader, Edir Macedo.

High interest / importance, high influence. Financiers and donors, members of the hierarchy, the Evangelical Block, Detractor Groups are effective stakeholders for the success of Solomon's Temple.	Low interest / importance, high influence. The federal government, together with the media and the opposition media can have an affect on Solomon Temple's activities, but these are not their priorities. These stakeholders may constitute hazards and obstacles.
High interest/ importance, low influence. The faithful need special initiatives for their interests to be protected.	Low interest/ no importance, low influence. The curious and apathetic towards religious activities.