Case Study Of J. C. Penney

256 Words2 Pages
In this week’s reading, we briefly examine Ron Johnson, former C.E.O. of J. C. Penney, and the dramatic attempts he undertook to change the financial fortunes of that company. When Johnson began his tenure as C.E.O, he examined the then company format for business. This consisted of mainly relying on frequent sales and the use of store coupons to gain customer’s business. Johnson was not pleased with the format and with the company reputation as being less than desirable. He began to formulate dramatic changes. Johnson’s idea was to reinvent the shopping experience at J. C. Penney into something more like the Apple store, as it created much success for both him, and the revamped Apple concept. He also wanted to rely less on the various
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