JCPenney’s Final Doorbuster... Three Tendencies for Trouble [Forbes]
JC PENNEY (JCP)
Last jc penney earnings: 2/27 07:30 am
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Source: Forbes
GettyThe saga of JCPenney may be coming to an end. Reports are that the 118-year old retail brand may be entering bankruptcy procedure. This is unfortunate, as the brand turnaround initiated by its new CEO, Jill Soltau, had just begun.JCPenney is an example of a brand that fell into decline by embracing some common marketing tendencies for trouble. These tendencies are not discrete; one tendency sometimes segues into another. And, once a brand falls prey to one or more of these tendencies, the brand becomes more susceptible to others.In no particular order, here are just three tendencies for trouble that pushed JCPenney into its downward spiral:Tendency 1: Financial engineering to satisfy shareholders not customersWhen the spotlight is on shareholder value rather than brand value, brands face bleak futures. At JCPenney, it was the financial finagling of two activist investors – Bill Ackman of Pershing Square Capital Management and Steven Roth of Vornado, a real estate investment trust
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