The McCafe Experience - Co-branding Case Study

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Title The McCafe Experience - Co-branding Case Study
Author Wright, Owen; Frazer, Lorelle
Publication Title European Marketing Academy (EMAC) 34th Conference Proceedings
Editor Gabriele Troilo
Year Published 2005
Place of publication Milan
Publisher European Marketing Academy
Abstract This 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.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.emac-online.org/r/default.asp?iId=IHGMD
ISBN N/A
Conference name 34th EMAC Conference
Location Milan, Italy
Date From 2005-05-24
Date To 2005-05-27
URI http://hdl.handle.net/10072/2872
Date Accessioned 2005-12-16
Date Available 2009-02-17T07:38:31Z
Language en_AU
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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