BP and Wild Bean Cafe: A case study on franchised co-branding arrangements

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Title BP and Wild Bean Cafe: A case study on franchised co-branding arrangements
Author Wright, Owen; Gatfield, Terence John; Rugimbana, Robert
Publication Title Conference Proceedings 2nd Biennial Conference of the Academy of World Business, Marketing and Management Development
Editor Gabriel Ogunmugun, Rony Gabbay, Janelle Rose
Year Published 2006
Place of publication GPO Box K 789, Perth WA 6842
Publisher Academy of World Business, Marketing and Managing Develpment
Abstract This paper presents a study of the co-branding arrangement between BP (service stations) and Wild Bean Café (a café concept 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 Café brand 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.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.academyofworldbusiness.com/conf2006.html
Copyright Statement 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.
ISBN 0-9752272-1-1
Conference name 2nd Biennial Conference of the Academy of World Business, Marketing and Management Development
Location Paris
Date From 2006-07-10
Date To 2006-07-13
URI http://hdl.handle.net/10072/13203
Date Accessioned 2007-03-08
Date Available 2009-02-01T23:48:13Z
Language en_AU
Faculty Griffith Business School
Subject PRE2009-Other Commerce, Management, Tourism and Services
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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