Retail Food Group Co-Brand Strategy – A Case Study Analysis in the Australian Franchising Sector

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Title Retail Food Group Co-Brand Strategy – A Case Study Analysis in the Australian Franchising Sector
Author Wright, Owen; Clarke, Peter David
Publication Title Proceedings of The 14th Biennial World Marketing Congress
Editor Colin L. Campbell
Year Published 2009
Place of publication Ruston, LA
Publisher Academy of Marketing Science
Abstract This 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.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.ams-web.org
Copyright Statement Copyright 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.
ISBN 0 939783 14 2
Conference name 14th Biennial World Marketing Congress
Location Oslo, Norway
Date From 2009-07-22
Date To 2009-07-25
URI http://hdl.handle.net/10072/29943
Date Accessioned 2010-02-16
Date Available 2010-06-01T06:53:00Z
Language en_AU
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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