surprisingly, Within declining industries, there may still be segments that are either stable or growing. Although fountain pens ceased to be the writing instrument of choice a long time ago,The fountain pen industry has successfully reconceptualized the product as a high margin luxury item that signals accomplishment and success. In the final analysis,every business has the potential rejuvenation. But it takes creativity, presistence and most of all a clear strategy to translate that potential into reality.Strategy spotlight 5.7 discusses Ford's remarkable turnaround under the direction of CEO Alan Mulally