The means for enhancing the image and business legitimacy of a socially discredited industry—pawnbroking in pre-1949 China—are explored. Previous studies suggest companies operating within such industries cannot solely rely on hard marketing strategies “to maximize sales and profits as they do with soaps and shoes” (Davidson, 2003, p.7). Instead, they must find soft strategies for improving company and industry image and legitimacy.
Yan, Qiang and Hyman, Michael R., "Pawnbroking in Pre-1949 China: ‘Soft Strategies’ for Overcoming a Negative Image" (2018). Global Business Leadership Faculty Publications. 13.