How Conoco broke the convenience store mold
As the oil industry consolidated in the mid-1990s, Houston-based Conoco faced a major brand challenge. One of the world’s leading energy companies and a prominent petroleum retailer in U.S. markets, Conoco saw an opportunity to accelerate profit growth through the convenience store format. But in order to build a powerful convenience store brand, the company knew that it would have to break away from the … [ Read more ]
Content: Case Study | Authors: Kathryn H. Feakins, Michael Zea | Source: Mercer Management Journal | Subject: Marketing / Sales | Industry: Petro / Chemical | Company: Conoco