PLANO, Texas — From personnel changes to its new "fair and square" price strategy, JCPenney has put a lot into changing the company's image, and investors are waiting for it to pay off. For the first quarter, the company reported an adjusted net loss of $55 million or 25 cents per share, excluding markdowns taken as a result of the company's continuing efforts to reduce inventory levels to align with its new strategy, restructuring and management transition charges and non-cash qualified pension expense.