JC Penney's wants to become America's favorite retail destination for apparel, accessories and home fashion. With approximately 1,108 stores operating across the United States and Puerto Rico, they serve half of American households each year. They employ nearly 156,000 associates and strive to be number one in customer service. Despite the recent economic crisis, JCP has maintained a steady cash flow and has managed to keep its company strong. J.C. Penney's began with James Cash Penney operating a dry goods store called Golden Rule with two other partners in Kemmerer, Wyoming in 1902. Around 1907 the other two partners were bought out by Penney and he was now responsible for operating three stores . At first the store was a cash-only store, mainly supplying frontier miners and farmers in the area. They provided them with basic blue jeans and work clothes. In 1913, as he began to expand his chain, he phased out the Golden Rule name and implemented J.C. Penney Inc. Around 1914, the headquarters was moved from Salt Lake City to New York City to be closer to merchandisers. Finally, since 1992, the headquarters has been located in Plano, Texas. Each store seeks to maximize its profits and focus on the highest potentially growth opportunities. With continuous technological revolutions, many companies have adapted to the use of smartphones and social media. JCPenney's recently developed a rewards system enticing customers to spend money to receive more coupons. With smartphone technology, they have taken advantage of the ability for customers to receive these coupons directly on their mobile phones. This idea creates convenience for customers who... middle of paper... at the borders of the United States, regulations will be followed because their goal would be to create profit. If they were a problem child for the country, they would not get the income that might be possible. All in all, if JCPenney continues to provide consumers with quality products and keeps costs to a minimum, they will be able to maximize profits and keep shareholders happy. Works Cited March 2011 .2006 Annual Report – Federal Reserve Bank of Dallas. 2006. April 2011. Boys, Wiliam and Michael Melvin. Economy. Boston; New York: Houghton Mifflin Company, 2008. From Investor Relations: JCPenneyNews. 2011. February 2011 .