Description:  WHEN the board of J. C. Penney ousted its chief executive, Ron Johnson — news that broke last Monday — you might say it was, in some small way, because he didn’t understand Tracie Fobes.

Source:  NYTimes.com

Date: Apr 13, 2013

Link:  http://www.nytimes.com/2013/04/14/business/for-penney-a-tough-lesson-in-shopper-psychology.html?ref=business&_r=0

Questions for Discussions:

• Summarize the importance of pricing strategies, the use of coupons, and other lessons for managers presented in this report?
• Why do you think research missed this understanding of consumer behavior?