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BUSI 520 - Integration of Faith and
Learning 2
International Business (Liberty University)
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Integration of Faith and Learning 2
John Harrington
School of Business, Liberty University
Author Note
John Harrington
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to
John Harrington
Email: [email protected]
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It is evident that some scriptural readings from the bible correlates with organizational
marketing management attributes and decisions. According to Kotler and Keller (2012),
marketing management is a discipline of business that deals with the practical application of
marketing strategies and management techniques to control the marketing resources and
activities of an organization. The scriptural biblical verse from, Joshua 1:9 provides great words,
which are persuasive and encouraging. The scripture reads “Have I not commanded you? Be
strong, and courageous. Do not be terrified; do not be discouraged, for the Lord your God will be
with you wherever you go.” – (Joshua 1:9) By looking at the first part of the scripture, the words
“be strong and courageous” it is clear how this type of language can push and individual or a
business to persevere.
Marketing decisions can be difficult especially when facing competition from strong
competitors. When situations become hostile and unfriendly, it is important to remember our
faith and to persevere in making ethical and honest decisions. There is great comfort found in the
knowledge that even though decisions may be unpopular or difficult one is never alone in those
difficult times. marketing managers use similar words (strong and courageous) that are used in
the scripture to encourage one another. This is illustrated in the last part of the verse as it read
…. For, the LORD your God will be with you wherever you go.”
This sense enables people to be rejuvenated and go ahead for they are under protection
despite the challenges they face on the way. In marketing management, creation of a sense of
belonging is like building brand loyalty. All business decisions should be managed to the will of
God. I am reminded of the verse…. the Gold and Silver are mine!! – 1 Kings 20:3. This reminds
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me that all glory belongs to God and we must trust in his will and direction. As individuals we
cannot rely on our judgment, as it is sometimes clouded by the culture around us. Religion
enhances good ethics and morals that are required in marketing management such as sincerity,
responsibility, and honesty (Kotler, & Keller, 2012).
Tom Chappell is the CEO of Tom’s of Maine. This organization is primarily known for
toothpaste. What is interesting to me is that he is a graduate of Harvard Divinity School. While
the company is not outwardly religious it is evident that the mission statement and the values or
the organization are driven in part by his religious beliefs. The company’s mission statement
reads “to help others live a more natural life” which they accomplish through their corporate
values. These include elements of good stewardship, product guarantee, transparency, sharing of
profits and time, and sustainable business practices. As an organization they donate 10% of their
sales to nonprofit organizations supporting health, education, and nature. It is evident that
organizations with strong religious values typically operate in a more ethical and responsible
manner as many of their decisions are driven by their own individual beliefs and values. This
type of religiosity transcends into the business environment.
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References
“Our Mission & Our Promise at Tom's of Maine.” & Our Promise at Tom's of
Maine, www.tomsofmaine.com/our-promise/our-mission.
Kotler, Philip, et al. Marketing Management. Pearson Education Limited., 2019.
“Empowering Liberty.” Reclaiming Liberty, doi:10.1057/9781137016683.0005.
