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J. C. Penney Company: A Case Study

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Ron Johnson, chief executive officer of J.C. Penney Company, was surprised at the volume of sales events J.C. Penney Company offered over the past year (Mattioli, 2012, as cited in Kinicki & Williams, 2013). The promotions, even though plentiful, were not attracting shoppers and almost 75% of their sales were at 50% or greater discounts (Mattioli, 2012, as cited in Kinicki & Williams, 2013). Ron Johnson planned a risky turnaround by segmenting the store into specialty shops, creating and entertainment area in the center of the high traffic area, and relying on sales using lower everyday prices by lowering prices 40% from current prices (Mattioli, 2012, as cited in Kinicki & Williams, 2013). Ron Johnson also planned to restructure the company's

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