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Well, I guess if you ask a crisis management expert about JC Penney and Ron Johnson, you should expect to hear "disaster," "arrogance," "destroy" and "condescending." Ms. Bogenrief does acknowledge that Penney needed a change, but perhaps misses the extent of that change, or that the change must move Penney in a different direction regarding products and customers. Ultimately, one must wonder if Penney was (or is) salvageable using ANY strategy. Is it worth taking a chance on Johnson's vision, knowing that Penney was probably destined to decline into oblivion anyway? Sometimes you can't bank on an historic brand along to keep a company alive—Kodak sure proved that. If you're not nimble as a company, you die. Maybe Johnson is Penney's only shot at staying alive.
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