Former head of Apple Retail Stores, Ron Johnson, was never able to make the leap of success to J.C. Penny’s CEO. Knowing what the customer wanted seems to be at least partially to blame. J.C. Penny customers preferred to be offered sales, instead of everyday low pricing. It turns out, that was one change customers were unwilling to accept. It was a never-before-tried strategy that may have worked, had J.C. Penny stuck it out, but when customers complained, instead of staying the course and explaining why the new pricing was a better model, the company switched course, alienating even more customers.

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3 Marketing Lessons from the Rise and Fall of Ron Johnson