what was jcpenney s failed blue ocean strategy 
in 2011 jcpenney made a spectacular strategic blunder under its new ceo ron johnson who attempted to pivot the company towards a blue ocean strategy at the time jcpenney had some financial struggles but was still regarded as an industry leader for value shopping johnson attempted to differentiate jcpenney to a more upscale clientele with in store boutiques and exclusive merchandise at the same time he did away with the clearance racks and coupons that attracted the company s most loyal customers to make matters worse rather than testing the changes on a small group of experimental stores johnson implemented them in all 1800 jcpenney stores after less than 18 months at the helm jcpenney fell out of the s p 500 index and johnson was fired 