The Golden Rule Store in Kemmerer, Wyoming, opened in April 14, 1902.

JCPenney has been part of the fabric of American history for more than a century.Through the years, we have not beenafraid to change andkeep pace with the needs of our customers, butwe did so by never losingsight of the timeless values on which our company was founded.

Our founder, James Cash Penney, made it a priority to treat customers the way they would want to be treated. Thats why he even named our first store the Golden Rule Store.

We continue to build on the legacy of our founder James Cash Penney, who believed in doing what is right and just.

When the company incorporated in 1913 as the J. C. Penney Company, Inc., Mr. Penney and his associates didnt want to lose the spirit of partnership and investment that gave managers an incentive to succeed. Mr. Penney and some of his partners drafted five core principles later expanded to seven by which they wanted their new Company to operate. They called these principles The Penney Idea. The Penney Idea may have been written over 100 years ago, but the guidance it offers is just as relevant today as it was in 1913.

The Penney Idea

The seven principles of The Penney Idea.

Today, the legacy of our Golden Rule philosophy remains alive and well. Were committed to being a place where our customers feel good about shopping and our associates feel proud to work at JCPenney. And with approximately half of America shopping at JCPenney each year, its our values that have helped to sustain and build JCPenney into a brand trusted by millions of American families.

Defining The Golden Rule was last modified: April 20th, 2017 by Jia Thomas

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Defining The Golden Rule JCPenney