Back to the future

Abstract

Spain during the time period 711 to 1492 was one of the most brilliantly creative and affluent nations in the Western Europe. During this epoch, Spain was populated by Muslims, Christians, and Jews who served as rulers, military leaders, scientists, philosophers, mathematicians, astronomers, and merchants, as well as consumers. The highest levels of cultural creativity and affluence are traceable to those rulers who encouraged religious tolerance, regardless of their own religious affiliation. I propose that this historical pattern is a valid one for marketing systems in contemporary Muslim–Christian–Jewish societies. Enforcement of religious orthodoxy by the government appears to discourage cooperative entrepreneurial activities and to reduce affluence, whereas government support of interfaith endeavors is linked to advances in science, business, and the arts.

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