Business Case Studies & Business Publications

J. C. Penney: The "Think Big" Strategy

Farris, Paul W., T...

Case

J. C. Penney: The "Think Big" Strategy

Farris, Paul W.; Thompson, Sylvie; Wilcox, Ronald T.

M-0841 | Published September 28, 2012 | 22 pages Case

Collection: Darden School of Business

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Product Details

This case is used in Darden's required EMBA first-year Marketing course. It can also be used in course modules covering Pricing or Brand Management. In the case. a financial analyst considers a presentation by an investor in J. C. Penney and the implications of the company's turnaround strategy. This case provides an alternative approach to the market positioning discussion in the two-part case, "J. C. Penney: Reinventing Fair and Square Deals (A and B)" (UVA-M-0835 and UVA-M-0836). It includes the views of the CEO of Pershing Square Capital Management, who holds more than 18% of the company's stock and believes the company is poised for a major turnaround.