J. C. Penney in the Land of Enchantment: The Evolution of a National Department Store in Twentieth-Century New Mexico

The article discusses U.S. merchant James Cash (J.C.) Penney and the significance of his J.C. Penney Company Inc. chain of retail department stores to New Mexico during the 20th century. The article examines Penney's vision of growth and opportunity in New Mexico, the evolution of the retail market, and the role of J.C. Penney stores as anchors of shopping malls. It also discusses Penney's Golden Rule chain of stores in New Mexico.