To serve God and Wal-Mart: the making of Christian free enterprise

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Harvard University Press,
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In the decades after World War II, evangelical Christianity nourished America’s devotion to free markets, free trade, and free enterprise. The history of Wal-Mart uncovers a complex network that united Sun Belt entrepreneurs, evangelical employees, Christian business students, overseas missionaries, and free-market activists. Through the stories of people linked by the world’s largest corporation, Bethany Moreton shows how a Christian service ethos powered capitalism at home and abroad.

While industrial America was built by and for the urban North, rural Southerners comprised much of the labor, management, and consumers in the postwar service sector that raised the Sun Belt to national influence. These newcomers to the economic stage put down the plough to take up the bar-code scanner without ever passing through the assembly line. Industrial culture had been urban, modernist, sometimes radical, often Catholic and Jewish, and self-consciously international. Post-industrial culture, in contrast, spoke of Jesus with a drawl and of unions with a sneer, sang about Momma and the flag, and preached salvation in this world and the next.

This extraordinary biography of Wal-Mart’s world shows how a Christian pro-business movement grew from the bottom up as well as the top down, bolstering an economic vision that sanctifies corporate globalization.

The author has assigned her royalties and subsidiary earnings to Interfaith Worker Justice ( and its local affiliate in Athens, GA, the Economic Justice Coalition (

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Grouped Work ID c0d64e51-ca51-ada5-809e-08f115f2f414
full_title to serve god and wal mart the making of christian free enterprise
author moreton bethany
grouping_category book
lastUpdate 2017-08-14 05:04:20AM

Solr Details

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author Moreton, Bethany.
author-letter Moreton, Bethany.
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oclc (OCoLC)261174096
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physical 372 p., [8] p. of plates : ill., map ; 25 cm.
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primary_isbn 9780674033221
publishDate 2009
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publisher Harvard University Press,
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record_details ils:.b12977615|Book|Books||English|Harvard University Press,|2009.|372 p., [8] p. of plates : ill., map ; 25 cm.
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subject_facet Business -- Religious aspects -- Christianity, Discount houses (Retail trade) -- United States, Free enterprise -- Religious aspects -- Christianity
table_of_contents Our fathers' America -- The birth of Wal-Mart -- Wal-Mart country -- The family in the store -- Service work and the service ethos -- Revival in the aisles -- Servants unto servants -- Making Christian businessmen -- Evangelizing for free enterprise -- Students in free enterprise -- "Students changing the world" -- On a mission : the Walton international scholarship program -- Selling free trade.
target_audience Adult
target_audience_full Adult
title To serve God and Wal-Mart : the making of Christian free enterprise
title_display To serve God and Wal-Mart : the making of Christian free enterprise
title_full To serve God and Wal-Mart : the making of Christian free enterprise / Bethany Moreton
title_short To serve God and Wal-Mart :
title_sort to serve god and wal-mart the making of christian free enterprise
title_sub the making of Christian free enterprise