Why? It would not need any technical modifications of the code, because the system would not be implemented in the core protocol, but in merchant platforms (e.g. BitPay-style), Bitcoin e-shop plugins and/or decentralized marketplaces like OpenBazaar.
The way it worked was get horrible at first (the capital costs) and slowly increase over time (profits). The price was basically speculation just like other coins but it was also backed by the profits of the company, so if you owned 1% of the companies coins (stocks) than you get 1% of the profit shared with people, paying more for it or less for it is still speculation.
In the system I propose, the merchant sets a fixed price guarantee for a good or service and has the full control over it. The guarantee is not coded into the software, but given e.g. on the merchant website and is part of the (legally binding) contract between buyer and seller.
The system the ICO-funded company you mention would be similar to "smart property tokens" that are backed by a good or service by the merchant, but can be freely traded, but in this case the price of the token measured in Bitcoin is not necessarily stable. It would very likely be more stable measured in USD or other fiat currencies.