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Jijihong Catering Management Co., Ltd.: Brand Repositioning for Growth
Kefa Yu, Xixia Zhang, Tingyi Zhan, Yingkang ChenCase IVEY-W34707-EMarketingBetween 2016 and 2019, Jijihong Catering Management Co. Ltd. (Jijihong)—a well-established company in Jiangxi Province, China—encountered a plateau in its development as the number of its chain stores consistently stagnated at around 80 and never surpassed 100. To address this growth challenge, in January 2019, the general manager of Jijihong led her team to proactively adjust the company’s strategy. They decided to discontinue various company su...Starting at €8.20