JCP: A Case Study Of Marketing Brains Vs. Marketing Guts

Ron Johnson, the CEO of JCPenney, has been a target of curiosity by the business press. Could he do for the multi-line retailer what he did for Apple?   The results have been less than spectacular.

Some say the #1 mistake was that he trusted his gut far too much, and failed to look at the analytical data to help understand, then explain his decisions.  In a review of the rise and fall of Ron Johnson, B2C’s Alexandra Johnson says, “Johnson was no stranger to making risky decisions based on gut and he previously belittled testing as hampering creativity and innovation.”  Now, JCP almost seems destined to join a long list of closed chains including Montgomery Wards and Marshall Field’s.

Learn what Johnson didn’t in a review of his term as CEO:


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