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Reinventing Might Be Risky for J.C. Penney

Shubh Datta
April 6, 2012

In its recent annual filing, J.C. Penney (NYSE: JCP  ) stated that its new pricing policy "could result in a prolonged decline in sales." The company also said there is "no assurance that we will be able to successfully implement these strategic initiatives."

New CEO Ron Johnson's arrival has marked the start of a transformation at the retailer. One major change the former Apple (Nasdaq: AAPL