Rebranding a traditional industry: how fountain pens enter luxury market

Zhixian Li and Chunxing Fan

Nankai Business Review International, 2023, vol. 15, issue 1, 153-173

Abstract: 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 of the fountain pen industry through two coordinates – symbolizing status and branding nostalgia. The division of analyses in these categories is supplanted by data, such as linear regression to analyze changes in product characteristics. Findings - This study finds that the rebranding of the fountain pen in multiple fitting images – status symbol, object of nostalgia and something scarce and unique – is successful in capturing consumer demand, shaping consumer perceptions and help the mature industry locate as well as enter a niche market. Originality/value - To the best of the authors’ knowledge, this paper is the first one to explore the business development of traditional industry as a case study of fountain pens from the perspective of marketing and consumer behavior.

Keywords: Product innovation; Fountain pens; Marketing; Consumer behavior; Traditional product (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eme:nbripp:nbri-09-2022-0091

DOI: 10.1108/NBRI-09-2022-0091

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