The purpose of the study is to verify the relationship between structured cognition patterns and strategy practices. 60 evangelical church congregations were investigated using a surveya. The data underwent Cluster Analysis and two groups with different values and Product Strategy were identified but with similar Relationship Strategies. The clusters were denominated Reactive Traditionalists and Contemporary Prospectives. The first group values quality, reputation and tradition and it is less active in Product Strategy. The second cluster pays attention to more modern values associated to the instrumental logic of management, and this group is more aggressive in its Product Strategy practices. The implications of such results are shown at the end of the article.
Religious organizations; Structured cognition patterns; Strategy practices; Product strategy; Relationship strategy
