Who says a business has to last forever? Usually, it's just inertia. If the people in the business don't have a real mission in operating the business (other than making money), they should break it up and move on. If you're facing a big investment in turning things around, you better ask yourself "Is it worth it?"

Art & Science of Customer-Centric Growth: Brand as Burden, 2012-Sep-10, by Steven P. Dennis

…one thing is fairly certain. Many, if not most, of the consumers that Penney’s will need to win over have a well-developed–and long-standing–view of the brand, and it can be summed up simply: “it’s not for me.” Changing the rationale aspects of the shopping experience is absolutely necessary–and no small feat–but it will not be sufficient.

When your brand has become a burden the challenge of turning the ship goes far beyond fixing the cost structure and improving the features and benefits of your offering… And if you go down the path, expect to spend more money and more time than you think. Probably a lot more.