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  • October 2016 (Revised April 2018)
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JCPenney: Back in Business

By: Elie Ofek, K. Shelette Stewart and Christine Snively
  • Format:Print
  • | Language:English
  • | Pages:29
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Abstract

In 2016, JCPenney was in the midst of a multi-year turnaround after coming dangerously close to bankruptcy. Under CEO Marvin Ellison, the company had identified three strategic objectives—a focus on omnichannel, private label goods, and increasing revenue per customer—to guide all company initiatives. The company was running pilot tests on a new line of appliances, rebranded hair salons, and new private label merchandise, and management now needed to decide how best to roll out and market these initiatives across the chain. Ellison also considered how to build upon the company’s new ad campaign, Get Your Penney’s Worth, and how to strike the right balance between serving its “core” and “emerging” customer segments. He wondered if these objectives and initiatives were enough to restore JCPenney’s position in the evolving retail landscape.

Keywords

Retail; Customer Management; Omnichannel; Turnarounds; Private Label; Promotions; Marketing Strategy; Brands and Branding; Customer Relationship Management; Goals and Objectives; Competition; Retail Industry; United States

Citation

Ofek, Elie, K. Shelette Stewart, and Christine Snively. "JCPenney: Back in Business." Harvard Business School Case 517-037, October 2016. (Revised April 2018.)
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About The Author

Elie Ofek

Marketing
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Related Work

    • July 2017
    • Faculty Research

    JCPenney: Back in Business

    By: Elie Ofek and Christine Snively
    • October 2016 (Revised April 2018)
    • Faculty Research

    JCPenney: Back in Business

    By: Elie Ofek, K. Shelette Stewart and Christine Snively
Related Work
  • JCPenney: Back in Business By: Elie Ofek and Christine Snively
  • JCPenney: Back in Business By: Elie Ofek, K. Shelette Stewart and Christine Snively
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