# Prof. Priya Raghubir discusses Ron Johnson's pricing strategy at J.C. Penney

1 Faculty News September 17, 2013 ![](/sites/default/files/styles/246w/public/assets/images/con_032171.jpg?itok=jukQAvXU)>

Excerpt from [Minnesota Public Radio](http://minnesota.publicradio.org/display/web/2013/09/03/daily-circuit-pyschology-spending-retail) -- "I think his strategy just didn't have enough time to succeed. I don't think as a strategy, in and of itself, it was flawed. One of our most successful retailers is Walmart. They have an EDLP. They've built it over a period of time. You can't build it overnight. It takes time. It takes a change in merchandise, it takes a change in brand building, all of which was leading to J.C. Penney bleeding and therefore really the strategy didn't really have a chance to succeed. Maybe in three years' time, had the company been able to have taken the losses, we would have seen a different company today."

[Listen here](http://minnesota.publicradio.org/display/web/2013/09/03/daily-circuit-pyschology-spending-retail)