Once the largest department store chain in the country with over 2,000 stores, the 110-year-old retailer, J.C. Penney’s, was struggling to claim market share after the 2007 recession. J.C. Penney’s 2011 sales were lower than they were in the 1990s, and the retail landscape was becoming more competitive as new companies added specialty shops, online shopping increased, and Macy’s and Kohl’s were taking J.C. Penney’s business. As a result, Ron Johnson, the man responsible for improving the retail presence of Target and Apple, was brought in as CEO in November 2011. After his appointment, Johnson determined that J.C. Penney’s was in need of a business strategy makeover. The centerpiece of Johnson’s new strategy for J.C. Penney’s was switching
