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  • January 2014
  • Supplement
  • HBS Case Collection

J.C. Penney's 'Fair and Square' Strategy (B): Out with the New, In with the Old

By: Elie Ofek, Jill Avery and Jose B. Alvarez
  • Format:Print
  • | Language:English
  • | Pages:9
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Abstract

In his August 2012 earnings call, CEO Ron Johnson urged investors to be patient and stay the course with the revised JC Penney marketing strategy despite mounting negative financial indicators. The heart of the strategy was the "Fair and Square" approach to pricing. This was a switch from J.C. Penney's previous high-low pricing program to a new everyday low pricing policy that aimed to fit with a radical repositioning of the JC Penney business model and brand. However, with sales continuing to decline the Board fired Johnson in April 2013 and appointed Johnson's predecessor Myron E. "Mike" Ullman III as his successor. What would Ullman do to stop JC Penney's losses? Would he push forward with Johnson's "Fair and Square" vision; would he return to the former strategy; could he manage a hybrid strategy; or would he define a new path for the retailer to follow?

Keywords

Decisions; Marketing Strategy; Retail Industry

Citation

Ofek, Elie, Jill Avery, and Jose B. Alvarez. "J.C. Penney's 'Fair and Square' Strategy (B): Out with the New, In with the Old." Harvard Business School Supplement 514-085, January 2014.
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About The Authors

Elie Ofek

Marketing
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Jill J. Avery

Marketing
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Jose B. Alvarez

Marketing
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Related Work

    • January 2014
    • Faculty Research

    J.C. Penney's 'Fair and Square' Strategy (C): Back to the Future

    By: Elie Ofek, Jill Avery and Jose B. Alvarez
    • September 2015
    • Faculty Research

    J.C. Penney's 'Fair and Square' Strategy (Abridged), (B), and (C)

    By: Elie Ofek, Jose B. Alvarez and Michael Norris
Related Work
  • J.C. Penney's 'Fair and Square' Strategy (C): Back to the Future By: Elie Ofek, Jill Avery and Jose B. Alvarez
  • J.C. Penney's 'Fair and Square' Strategy (Abridged), (B), and (C) By: Elie Ofek, Jose B. Alvarez and Michael Norris
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