Business and Marketing Models of Buddhist Commercialization in Buddhist Institutions

Abstract

The business models and marketing of Buddhist commercialization that are operated by Buddhist institutions are continuously growing both in styles and approaches. The current model is not limited only to the sale and worship of amulets, talismans, and sacred objects as in the past. A consideration of economic and social conditions helps us understand the Buddhist institutions’ need for money to support their activities to meet expectations of today’s society. Yet the fact that these institutions carry out commercial activities by themselves may impact their own trustworthiness as religious institutions in the long run and may turn into exploitation of religious people, which in turn tarnishes the Buddhist institutions themselves. More importantly, if the purpose of Buddhist commercialization is to acquire wealth, it may hinder monks’ pariyatti, patipatti and pativedha and, thus, affect the Buddhist mission of disseminating the Buddha’s teachings, which is the highest goal of the Buddhist institutions. Therefore, the mission needs to be maintained for the benefi ts of people.