Penney’s appointed Ron Johnson, who had successful stints at Target and the Apple Computer Stores, CEO in 2011. Johnson’s tenure ended seventeen months after his disastrous attempt at implementing a change in strategy at Penney’s. Johnson went about implementing a strategy; eliminating coupons and sales, and discontinuing popular brands; without first testing these changes with the customer base. Today J.C. Penny has a new CEO in Marvin Ellison who joined the company after a successful stint at