ess as is marketing, and few factors are as important to the success of a marketing effort as is market share (Srivastava, Shervani, & Fahey, 1998). Thus, the purpose of this study is two-fold. First, the purpose of this study is to determine the reasons for the falling market share of the J.C. Penney Southland Mall Store. Second, the purpose of this study is to recommend a strategy to the management of the J.C. Penney Southland Mall Store to increase the store's market share.
A variety of reasons hold the potential to affect the market share of a retail operation (Murphy & Enis, 1995). One such factor is branding (Roth, 1995a). On 14 March 1999, as an example, the J.C. Penney Co., Inc. corporate headquarters announced a strategy wherein the company would place a greater emphasis on the promotion of the company's private label clothing, as opposed to the promotion of national brand merchandise ("J.C. Penney Will Focus on Its Eight 'Power Brands,'" 1999). Another factor with the potential
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