...Zhixian Li; Chunxing Fan Purpose This paper aims to explore how traditional industries revert the trend of decline in sales through rebranding by analyzing the extended case study of the fountain pen industry. Design/methodology/approach This study analyzes the marketing in case study...

... might be the first to answer the key issues in Chinese retail enterprises' positioning strategies. To solve the positioning problem in China's market for retail enterprises, we should consider the characteristics of the Chinese market carefully to work out these issues. And this is the issue we...