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Images and appeal to higher-class consumers

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Sears, JCPenney, and Walmart tried hard in recent years to upgrade their images and appeal to higher-class consumers. In fact, JCPenney even hired the head of Apple's stores as its new CEO. How successful have these efforts been? Do you believe this strategy is wise? JCPenney has not been very successful in changing its image because consumers have always thought of stores such as JCPenney, Sears, and Walmart as discount or low-price stores.

Reference no: EM131511336

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