The JCPenney Center for Retail Excellence endeavors to become the leading source of academic expertise on consumer shopping behavior and the effects of retailer activities on shopping behavior. The Center strives to investigate issues of importance to retailers and to provide feedback on its research to top firms interested in these issues. It also tries to raise the visibility of retailing and retail-related careers among SMU students while providing the guidance and opportunities necessary to develop future leaders for the retail industry. Finally, it attempts to provide leading edge executive level education to address changing consumer needs in retailing.
