Big Ideas, Bad Results: Avoiding Strategic Uselessness
Tom Spencer
APRIL 25, 2025
Penney introduced a rebranding strategy in 2012, which included eliminating discounts and introducing boutique-style stores. Over a 12 month period, the companys market capitalization dropped by more than US$5 billion. Execution requires alignment with operational realities, not just a vision of where the organization wants to go.
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