The purpose of this study is to analyze how the religious dimension of life influences the actions of entrepreneurs in the religious articles industry. It particularly focuses on the question of how much these actions are treated as a worldly calling (orientation/divine suggestion). Thirty interviews were conducted with entrepreneurs from five different religious denominations (catolicismo, protestantismo,espiritismo, umbanda, andcandomblé) located in the main cities of theTriângulo Mineiro region of Brazil (Uberlândia, Uberaba, Araguari, and Ituiutaba). The authors used discourse analysis to verify the existence of non-rational elements in the process of opening and managing this type of entrepreneurship. The samples were analyzed according to the following four themes: (1) design development (divine design or rational study); (2) God’s guidance for the management of the enterprise; (3) trade as a means of spiritual realization; and (4) interference of worldly and spiritual conflicts in business such as survival and legitimate profit.
Entrepreneurship; Religion; Calling; Entrepreneurial Calling; Entrepreneur