Why Does JC Penney’s Struggle?

After all the hoopla of hiring an Apple magician (only magical, of course, because he was at Apple) and the hype surrounding some really odd advertising, why is it that JC Penney’s is struggling?

Let me refer you to two really interesting posts on the topic.

The first post is found on the HBR website (link here) and suggests that there’s a fundamental flaw in the idea of “Fair Price”.
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