Beyond Petroleum. You've seen the tagline in advertising for BP. But like most people, you probably think of BP as a company which just refines oil and sells gasoline. What does beyond petroleum mean? And what forces cause a company to reorganize its business strategies? In the late '90s, BP underwent a series of mergers. The rebranding process allowed the company to reposition itself. While the company remained a major oil producer, it also wanted to be known as an energy company.
