Retail's Escalating Commitment to a Failing Course of Action

The retail graveyard is already filled with brands that failed to transform for the new age of retail and many household names (JC Penney, Gap, Macy's, and more) are edging ever closer to the precipice. Despite the profound shifts in retail during the past decades, these iconic brands continue to fall prey to "The Innovator's Dilemma," choosing to double down on what is very clearly a losing hand.