BP Alternative Energy: It's a Start

by: Joel Makower

At last: we now know what's "Beyond Petroleum."

That moniker, as you well know, has been energy giant BP's tagline since 2002, when the company formerly known as British Petroleum, and then BPAmoco, changed its corporate name to BP plc. The "Beyond Petroleum" tagline has been so successful that I've heard business students and other smart souls swear that it had become the company's new name.

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