JC Penney has faced an identity crisis in recent years. Select the optimal generic strategy for JC Penney to pursue so the company achieves sustainable competitive advantage. Support your selection with researched sources. Include the generic strategy you have selected in the subject field of your initial post.

Debate the pros and cons of each of the generic strategies with your classmates to determine the best generic strategy for JC Penney to pursue. You will know their selection from their subject line.

Should JC Penney pursue a different generic strategy for the different markets it competes in? What are the strategic implications of changing its strategy?