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Primary File

J.C. Penney Company, Inc.: Search Engine Optimization and JCPenney.com

Costello, S., Ryan, P., and O’Rourke, J.S.
February 12, 2018
SKU:
BUS-004085
Region: 
North America
Topic: 
Strategy & General Management
Student Price: 
$4.00
A New York Times author unearths evidence of deceptive search engine optimization tactics linked to JCPenney.com. Google reacts by burying JCPenney’s search ranking as JCPenney denied any knowledge of foul play. Millions will read the New York Times article detailing the controversy as JCPenney must determine how to protect its reputation and minimize any impact on internet sales. 7 pp. Case #11-10 (2011)