Bethany Moreton, To Serve God and Wal-Mart: The Making of Christian Free Enterprise.
Wal-Mart’s success, both in reframing traditional gender relationships for a new corporate environment, and in sanctifying
The focus on the individual as entrepreneur echoed religious themes that valorized individuality; particularly the importance of each person’s unique access to God and responsibility for his own salvation. Not surprisingly, alongside the teaching of (Christian) service and free enterprise, college business programs also taught students to be wary of government encroachments in the form of taxes, regulations or oversight. But these same programs gladly took government aid and encouraged students to use federal funds to further their own professional goals. Government was a one-way street: the expectation was that it should support entrepreneurship without expecting anything in return. It was the old Populist notions reinterpreted by Christian capitalists on steroids.