the lead through advances in technology and personalized online service, but the question remains, can JCPenney.com remain a leader in e-tailing and be profitable in the future? History of the Firm Two years ago, J.C. Penney, the nation’s fifth largest retailer, decided to broaden the scope of its business from a traditional brick-and-mortar retail model into an online retailing model. At a time when sales from its traditional in-store retailing business had slumped dramatically, with…
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