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dc.contributor.authorWright, Owenen_US
dc.contributor.authorGatfield, Terence Johnen_US
dc.contributor.authorRugimbana, Roberten_US
dc.contributor.editorGabriel Ogunmugun, Rony Gabbay, Janelle Roseen_US
dc.date.accessioned2017-04-24T08:30:13Z
dc.date.available2017-04-24T08:30:13Z
dc.date.issued2006en_US
dc.date.modified2009-02-01T23:48:13Z
dc.identifier.urihttp://hdl.handle.net/10072/13203
dc.description.abstractThis paper presents a study of the co-branding arrangement between BP (service stations) and Wild Bean Caf頨a caf頣oncept created by BP in Australia in 2004). Co-branding is an increasingly popular form of growth in a maturing franchise sector. This case study presents an organisational view of co-branding. Thus extending existing literature that has previously focused on product specific co-branding. The study reveals that motivations for introducing the Wild Bean Caf頢rand into existing BP service stations include alignment of a suitable business model with existing BP products, risk aversion to the use of externally owned brands, reinvigorating the BP brand, and stimulating sales growth for appropriate outlets. This investigation represents further research into co-branded franchising arrangements from a similar study on McDonalds/McCafe.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent55376 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherAcademy of World Business, Marketing and Managing Develpmenten_US
dc.publisher.placeGPO Box K 789, Perth WA 6842en_US
dc.publisher.urihttp://www.academyofworldbusiness.com/conf2006.htmlen_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofconferencename2nd Biennial Conference of the Academy of World Business, Marketing and Management Developmenten_US
dc.relation.ispartofconferencetitleConference Proceedings 2nd Biennial Conference of the Academy of World Business, Marketing and Management Developmenten_US
dc.relation.ispartofdatefrom2006-07-10en_US
dc.relation.ispartofdateto2006-07-13en_US
dc.relation.ispartoflocationParisen_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode359999en_US
dc.titleBP and Wild Bean Cafe: A case study on franchised co-branding arrangementsen_US
dc.typeConference outputen_US
dc.type.descriptionE1 - Conference Publications (HERDC)en_US
dc.type.codeE - Conference Publicationsen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.rights.copyrightCopyright 2006 Academy of Word Business. Reproduced in accordance with the copyright policy of the publisher. This paper was previously published in the 2006 Academy of World Business, Marketing and Management Development (AWBMAMD) Conference Proceedings, Volume 2, No.1, 2006, edited by Gabriel Ogunmokun, Rony Gabbay & Janelle Rose. Use hypertext link for access to conference website.en_AU
gro.date.issued2006
gro.hasfulltextFull Text


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    Contains papers delivered by Griffith authors at national and international conferences.

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