Publications
Publications
- December 2014
- Harvard Business Review
Second Thoughts About a Strategy Shift
By: Elie Ofek and Jill Avery
Abstract
A retail guru attempts to reposition an established brand and introduce an entirely new pricing scheme. Early financial results from the strategic shift are not favorable. Based on the experience of U.S. retailer J.C. Penney, the piece raises fundamental questions about repositioning retail brands and the ability to shift consumers to entirely new pricing formats. It further raises the question of when to declare that a new approach to the business has failed.
Keywords
Brand Management; Pricing Strategy; Retailing; Leadership; Price; Product Marketing; Brands and Branding; Retail Industry
Citation
Ofek, Elie, and Jill Avery. "Second Thoughts About a Strategy Shift." Harvard Business Review 92, no. 12 (December 2014): 125–127.