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dc.contributor.authorWright, Owen
dc.contributor.authorGatfield, Terence John
dc.contributor.authorRugimbana, Robert
dc.contributor.editorGabriel Ogunmugun, Rony Gabbay, Janelle Rose
dc.date.accessioned2017-05-03T11:35:57Z
dc.date.available2017-05-03T11:35:57Z
dc.date.issued2006
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.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.format.extent55376 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglish
dc.language.isoeng
dc.publisherAcademy of World Business, Marketing and Managing Develpment
dc.publisher.placeGPO Box K 789, Perth WA 6842
dc.publisher.urihttp://www.academyofworldbusiness.com/conf2006.html
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofconferencename2nd Biennial Conference of the Academy of World Business, Marketing and Management Development
dc.relation.ispartofconferencetitleConference Proceedings 2nd Biennial Conference of the Academy of World Business, Marketing and Management Development
dc.relation.ispartofdatefrom2006-07-10
dc.relation.ispartofdateto2006-07-13
dc.relation.ispartoflocationParis
dc.rights.retentionY
dc.subject.fieldofresearchcode359999
dc.titleBP and Wild Bean Cafe: A case study on franchised co-branding arrangements
dc.typeConference output
dc.type.descriptionE1 - Conferences
dc.type.codeE - Conference Publications
gro.facultyGriffith Business School, Department of Marketing
gro.rights.copyright© 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.
gro.date.issued2006
gro.hasfulltextFull Text
gro.griffith.authorWright, Owen C.
gro.griffith.authorGatfield, Terence John J.
gro.griffith.authorRugimbana, Robert


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