Update: As Megan Kretz of Running Shorts points out in the comments, a smarter corporate strategy for responding to negative tweets is to reach out to the Twittering customer, rather than serving them with a lawsuit.

FORBES: $50,000 Twitter defamation lawsuit is de-tweeted

While many were surprised by the dramatic and globally-resonating effects that small changes can cause in the global supply network, we were again reminded of the necessity of a multi-dimensional, dynamic supply strategy capable of nimbly responding to challenges.

FORBES: Ash In The Supply Chain

But customers weren't responding to the changes, so Johnson tweaked his strategy a few times, including bringing back the word "sale" last summer.

NPR: JC Penney Posts 4th Straight Big Loss, Sales Drop