According to an article in the Wall Street Journal:
In early January last year, after a disappointing Christmas season and amid worries about competition from discount retailers, Zale Corp. decided to shake things up: The self proclaimed jeweler to Middle America was going to chase upscale customers. . . . The move was a disaster. The Irving, Texas, retailer lost many of its traditional customers without winning the new ones it coveted.
Why would a firm like Zale abandon one market niche for another market niche? We know that in this case, the move was not successful. Can you think of other cases where such a move has been successful?