BUS 620 Week 4 DQ 1 The Role of Pricing ÿ The Role of Pricing. Review the article: ÿ Mohammed, R. (2012). J.C. Penney_s risky new pricing strategy. Harvard Business Review. ÿ Is your own buying behavior influenced by coupons and sales? ÿ Why do you think J.C. Penney_s pricing strategy has not been successful as compared to other _low price_ proponents like Walmart? ÿ Will Ron Johnson_s four-year plan be successful over the long-term? Why or why not?