Integration of Faith and Learning – Character
Liberty University
Brandon Johnson
08/25/2023
Author Note
Brandon Johnson, Department of Business, Liberty University.
I have no known conflict to disclose.
Correspondence concerning this article should be addressed to Brandon
Johnson. Email: jbrandon17@liberty.edu
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INTEGRATION OF FAITH AND LEARNING CHARACTER
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Integration of Faith and Learning - Character
Hobby Lobby is the largest privately owned arts-and-crafts retailer in the world with
operations spanning over 48 states in America. Opening their doors in 1970, they have gradually
become one of the most famous arts and crafts stores in the nation. With more than 900 stores
nationwide and an impressive catalog of décor, crafts, and hobbies. The future of this company is
bright as the light of Gods principles are exemplified in their daily business operations. This
paper will discuss one of my favorite biblical scriptures and how it correlates to the marketing
management of Hobby Lobby and the firm’s character.
Christian faith is a foundation for many successful companies as it guides decision
making, establishes culture, and demonstrates the true values of a firm. Faith also builds
character in individuals and firms as they aim to glorify God on a day-to-day basis. Globally
there are many interpretations, definitions, and perspectives to consider in the study of a
company or individual’s “character”. However, assembling these viewpoints to best define the
term, we universally see integrity and decision making as the key indicators of good and bad
character. Character is a key attribute for a firm to be successful in the vastly changing marketing
management world as firms strive to find their purpose. As said by the late management guru
Peter Drucker, “If we want to know what a business is we have to start with its purpose”
(Marketing Management, 2023).
As Hobby Lobby dives into their marketing management strategy, putting God and
Biblical principles first in their core values is crucial to their decision making. According to
Proverbs 11:3, “The integrity of the upright guides them, but the crookedness of the treacherous
destroys them” (English Standard Bible, 2001/2016). This scripture provides promise that living
with integrity, being just, and living with honor will prove successful. Hobby Lobby’s core
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values and integrity are credited for being the successful framework for the firm’s successes as
they have expanded from a small start-up to employing 40,000+ employees and enabling them to
live a creative life. This verse aligns with the marketing management of Hobby Lobby as they
believe serving families and customers in a manner consistent with Biblical principles will create
value and guide the firm going forward.
Example of Character within this Company
The example that Hobby Lobby puts forth is that with Faith in God and his grace, the
firm has endured hardships and overcome many obstacles along the way. With their integrity and
moral values, their character is viewed as honorable and faithful. Their marketing strategy is
consistent with their character as the firm not only sells and markets the products, but they also
offer helpful videos for DIY projects. Hobby Lobby seeks a deeper connection with customers,
as they offer a mix of content on YouTube to promote the company’s products and provide value
to users, in return building trust and loyalty (Abouemera, 2022).
Conclusion
In conclusion, Hobby Lobby choses to put God first in all that they do exhibiting an
honorable example for all firms who wish to succeed. Enabling their marketing management
team to lean on their faith to increase the value of the company has been crucial to their success.
Hobby Lobby will continue to seek God’s grace moving forward in their marketing management
strategy, supporting organizations that share the same beliefs, and promote God’s eternal word to
all who step in their stores.
INTEGRATION OF FAITH AND LEARNING CHARACTER
Marshall, G. W., & Johnston, M. W. (2023). Marketing management (4th ed.). McGraw-Hill.
ISBN 978-1-260-38191-7 Available via CONNECT.
Haven. Retrieved from Mediashower: https://mediashower.com/blog/hobby-lobby-
puts- faith-in-its-marketing/
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References
Abouemera, R. (2022, 12 09). Hobby Lobby Puts “Faith” in Its Marketing to Become a Holiday Shopper’s
English Standard Bible. (2016). https://esv.literalword.com/ Links to an external site.
(Original work published 2001)
