PROFILE

Camille P. Schuster, PhD.

President, Global Collaborations, Inc.

Camille Schuster (Ph.D. from The Ohio State University) is currently a Full Professor of Marketing and International Business at California State University San Marcos and President of Global Collaborations, Inc. Dr. Schuster has conducted seminars and worked with over 60 companies in more than 30 countries around the world.

Dr. Schuster has also taught at Xavier University, Arizona State University, Garvin School of International Business (Thunderbird), Virginia Polytechnic Institute and State University, and Indiana University Northwest.

Dr. Schuster co-authored a book entitled, Global Business: Planning for Sales and Negotiations, with Michael Copeland from Procter & Gamble. She has co-authored a book entitled, The Consumer . . . Or Else! with Don Dufek, retired senior vice president and officer of The Kroger Company. A book entitled, The Rise of Consumer Power: Adopting the Right Marketing Communication Strategies was published in Singapore. Dr. Schuster has authored over 30 articles in professional and academic publications.

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  • Posted on: 06/07/2017

    Is the ‘exosuit’ the breakthrough the wearables market has been waiting for?

    An exosuit to avoid strain on back muscles when lifting would be an awesome breakthrough!
  • Posted on: 05/12/2017

    Will Unilever’s investment in an organic meal kit maker pay off?

    Before venturing any comments on the future of this category I would be very interested in seeing research about why the 76 percent stopped the service. That information would be important for an assessment of the viability of this service. I was interested in trying something in this area and tried Gracie -- the snack food company. I was told that because of my allergies I should not order their snacks but they still keep sending ads to use the service. Obviously they are not paying attention to my ordering process so I will not use their service any longer.
  • Posted on: 05/12/2017

    Do customer reviews suffer from a herd mentality?

    Whoever claimed that consumer reviews mirror product quality? They are more likely to reflect usability. Removing outliers is dangerous for two reasons. One is that many consumers like to see some outliers as an indication of credibility and as an indication of the kinds of things that upset consumers. The other is that if consumers find out that reviews are being curated, they are less likely to believe them and will give them the credibility they give to advertising.
  • Posted on: 05/12/2017

    Will Amazon dominate the online furniture market?

    IKEA disrupted the furniture business and is very popular with Millennials. A recent article said that Millennials are beginning to purchase homes. If that is accurate, then the furniture marks stands to expand. However, it will expand as business as usual. Millennials have different tastes than their parents. Amazon may well be able to take advantage of that.
  • Posted on: 05/11/2017

    What makes consumers so loyal to Publix, Wegmans, Trader Joe’s and H-E-B?

    Wegmans is my personal favorite because they have a variety of products I like, fair prices, clean stores and friendly associates. Trader Joe's is also a favorite but the variety of products is more limited.
  • Posted on: 05/11/2017

    Is marketing research suffering from an identity crisis?

    All the questions asked can not be answered without marketing research. The big problem is that people are sloppy with terms, especially the term "insights." Market research generates data. Understanding the parameters around collecting data and the tools used for analysis, the data generated from marketing research yields information about what the data means. Insights can be generated by examining the information extracted from one piece of research along with everything else known about the situation and players involved. Insights, marketing research, data and information are all different. Calling everything "insights" trivializes the concept, the difficulty generating insights and the value true insights can provide. Expecting "insights" to mean all things in all situations means they have no value.
  • Posted on: 05/11/2017

    What’s the ‘STORY’ with Jet.com’s grocery store?

    It sounds like Jet.com is experimenting with the concept of a physical store. Experimenting within the confines of an already established physical store is even lower risk than a standalone pop-up store. However, it is really only helpful if this location draws your typical customers. A pop-up store provides more flexibility on location but would be a lot more work in terms of creating the infrastructure. Test results should provide some insights to aid in Jet.com's planning.
  • Posted on: 05/10/2017

    Is facial recognition a viable solution for reducing shoplifting?

    Transparency is always important. When consumers find out after the fact that companies have done something objectionable, lost trust and credibility have a huge negative impact. With transparency, consumers can make choices about patronizing the retailer. If retailers are afraid that consumers will object to the practice, then they need to consider what will happen when consumers find out that the practice was being used without their knowledge.
  • Posted on: 05/10/2017

    Has Fabletics bridged the digital/physical divide with its omnicart tech?

    The scanning process is time and personnel intensive. However, getting immediate feedback on what consumers think about items as they try them on is really valuable. It will be interesting to find out how many people who keep items in their cart eventually buy them. This is an interesting test to better link online and in-store purchasing, especially for clothes where fit is a critical issue.
  • Posted on: 05/10/2017

    Are pricing bots a boon or bane for consumers?

    Bots are here to stay. If the pricing information and changes by the retailer were also available to consumers the transparency would level the playing field.
  • Posted on: 05/09/2017

    Will online grocers redefine hotel room service?

    Having already-prepared food delivered from some other company if room service is not available (or if it would welcome the competition) would be a good idea, but not sending food that I can cook in my room. Warming things in the microwave is enough cooking on the road.
  • Posted on: 05/09/2017

    Should more brands offer rewards linked to store purchases?

    I agree. This is a move to demonstrate a stronger tie with the retailer but is not a move to generate customer sales or loyalty - not when requiring customers to work hard for their reward.
  • Posted on: 05/09/2017

    Will next day delivery make Target an omnichannel force?

    If Target can do this reliably they will be able to compete with Amazon, Walmart and others. It is not a differentiating move; it is just the price of doing business.
  • Posted on: 05/08/2017

    Do consumers want experiential rewards?

    Experiences can be special and unique. Millennials definitely value experiences, but I think many customers beyond that demographic would as well if the experiences are something that would appeal to them.
  • Posted on: 05/08/2017

    Will personalized meal plans increase Peapod’s order sizes?

    This could be great. When can I try it?

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