This brief study will take a detailed look at the JC Penney Company from its origins to the present day. It will highlight four primary areas: the history of the company, its marketing profile, its human resources strategy, and its financial. In the final analysis, it will be clear that, if past performance is any indicator, then the company's future looks sound. Since James Cash Penney opened his first store in 1902, one of the company's primary 'golden rules' has been to set an example to others. While the market is far more competitive now, and while the nature of business is itself undergoing incredible changes, it seems as though JC Penney is in a good position to tackle the challenges of the 21st century and continue to serve as an example to others; that is, a good example. 11 pgs. 15 f/c. 9b.
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