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dc.contributor.convenorGabriele Troiloen_AU
dc.contributor.authorWright, Owenen_US
dc.contributor.authorFrazer, Lorelleen_US
dc.contributor.editorGabriele Troiloen_US
dc.date.accessioned2017-05-03T12:01:44Z
dc.date.available2017-05-03T12:01:44Z
dc.date.issued2005en_US
dc.date.modified2009-02-17T07:38:31Z
dc.identifier.refuriwww.emac2005.orgen_AU
dc.identifier.urihttp://hdl.handle.net/10072/2872
dc.description.abstractThis paper describes a case study of the McCafe and McDonald's co-branding arrangement. Co-branding is becoming increasingly popular in franchising as a means of stimulating growth in a mature sector. This case study provides an organisational perspective of co-branding, thus extending the existing literature which has focused on product specific co-branding. The study reveals that incentives for introducing the McCafe brand into existing McDonald's restaurants include attracting new and old customer segments, increasing internal and external competitiveness, assisting in cultural change, reinvigorating the brand, and stimulating sales growth. This preliminary investigation provides a starting point for further research into co-branded franchising arrangements.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherEuropean Marketing Academyen_US
dc.publisher.placeMilanen_US
dc.publisher.urihttp://www.emac-online.org/r/default.asp?iId=IHGMDen_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofconferencename34th EMAC Conferenceen_US
dc.relation.ispartofconferencetitleEuropean Marketing Academy (EMAC) 34th Conference Proceedingsen_US
dc.relation.ispartofdatefrom2005-05-24en_US
dc.relation.ispartofdateto2005-05-27en_US
dc.relation.ispartoflocationMilan, Italyen_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode350204en_US
dc.titleThe McCafe Experience - Co-branding Case Studyen_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.date.issued2005
gro.hasfulltextNo Full Text


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

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