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dc.contributor.convenorVictoria L. Crittenden, Boston College, USAen_AU
dc.contributor.authorClarke, Peteren_US
dc.contributor.authorWright, Owenen_US
dc.contributor.editorColin L. Campbellen_US
dc.date.accessioned2017-04-04T14:43:04Z
dc.date.available2017-04-04T14:43:04Z
dc.date.issued2009en_US
dc.date.modified2010-06-01T06:53:00Z
dc.identifier.refuriwww.ams-web.orgen_AU
dc.identifier.urihttp://hdl.handle.net/10072/29943
dc.description.abstractThis paper describes a case study of the Retail Food Group (RFG) and its co-branding arrangements. Co-branding is becoming increasingly popular in franchised retailing as a means of stimulating growth in a mature sector. This case study provides an organisational perspective of co-branding extending existing literature away from product specific co-branding to a retail format. The study reveals that incentives for introducing other franchised retail brands into the Retail Food Group brand portfolio include search for a suitable retail brand; attracting new customers; and resilience from internal and external competition. This preliminary investigation provides a starting point for a broader research study into co-branded franchising arrangements.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent152089 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherAcademy of Marketing Scienceen_US
dc.publisher.placeRuston, LAen_US
dc.publisher.urihttp://www.ams-web.orgen_AU
dc.relation.ispartofstudentpublicationYen_AU
dc.relation.ispartofconferencename14th Biennial World Marketing Congressen_US
dc.relation.ispartofconferencetitleProceedings of The 14th Biennial World Marketing Congressen_US
dc.relation.ispartofdatefrom2009-07-22en_US
dc.relation.ispartofdateto2009-07-25en_US
dc.relation.ispartoflocationOslo, Norwayen_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titleRetail Food Group Co-Brand Strategy – A Case Study Analysis in the Australian Franchising Sectoren_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 remains with the authors 2009. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.en_AU
gro.date.issued2009
gro.hasfulltextFull Text


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

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