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: 08/22/2019

    Will tech take the place of speaking with pharmacists face-to-face?

    In my experience the pharmacy tech systems make mistakes or do not interface well across systems. The saving grace has been the pleasant and helpful pharmacists who can interpret what is happening, fix mistakes, and tweak the systems. Until the tech systems really work as promised (which is many years away), the pharmacists are critical for success. With the aging population and new systems or system changes, the need for pharmacists is not going away.
  • Posted on: 08/06/2019

    CVS subscription program goes big to outdo Amazon Prime

    I just got off a call to the CVS pharmacy customer care line before I saw this article. Their digital system does not work well. There is a company digital system and a store digital system that do not talk with each other. The store closest to me has a medicine on a long back order with no end in sight while the CVS a few miles away, that is in another district, filled the prescription 2 1/2 months ago and is filling it this time after the closer store promised to have it the next day only for me to see another email saying that the medicine can not be filled for a long time. Do I think CarePass is going to work? Not until CVS gets their technology to work correctly and promote communication between the store and company systems and between stores (even if in another district).
  • Posted on: 08/02/2019

    Gen Z gets creative online

    Encouraging Gen Z to create content using brands and sharing their creations would be a reasonable choice. However, it is risky for brands and threatening to agencies. By encouraging Gen Z members to create content the brand is no longer in control of the message. By encouraging members of Gen Z to make creative materials, what is the role of agencies? In spite of the issues, this is a road to pursue since traditional creative materials and outlets have little impact on members of Gen Z. How to encourage the creativity and engage members of Gen Z while managing the brand message and integrating agencies is a new challenge.
  • Posted on: 08/02/2019

    Amazon kills its Dash button – what comes next?

    Amazon learned that physical buttons are not the solution. For anyone who misplaces the TV remote, keeping track of a bunch of buttons for different products is not a good idea. The buttons on an app AND the Alexa type solutions are preferable. However, this is not a choice of either; rather, it is a need for both. Not everyone wants an Alexa type device. Not everyone likes using apps. Adding a device to products may be a really good choice. It would be nice to hit the reorder button when the product is almost gone. However, it would be important to keep consumers from accidentally reordering when they use the product.
  • Posted on: 08/02/2019

    Will its ‘best of’ designer sale trigger a massive run on Target?

    Designer-only sales are a great strategy to emphasize the fashion orientation of Target. Including all 20 could create a lot of traffic. The only downside is to see Target suggesting that consumers go to eBay for must-have items when the limited amount is gone. It is disheartening to see Target condone the price gouging that their sale promotes.
  • Posted on: 08/01/2019

    Has dynamic pricing hit a rut?

    Unless dynamic pricing is done in a way that is satisfactory to consumers (which would require a major investment in technology and employees), it will be rejected. Those consumers who are price conscious do compare the price of individual items across retailers to determine where their basket (not an average basket or one created by the retailer) results in a better price. If the retailer is not using technology to do the same comparison and if consumers see prices swing significantly for no reason, they will go somewhere else.
  • Posted on: 08/01/2019

    CPG companies spending more to use less packaging

    Making functionality and/or environmental concerns a higher priority than, or as important as, low cost will increase packaging costs. Lowering the impact on the environment and providing greater functionality are both desirable traits to consumers. Why are retailers having to impose fines to make this happen?
  • Posted on: 08/01/2019

    Should Simon Property Group bail out (invest in) more retail tenants?

    Rent relief in and of itself will not necessarily result in success. Rent relief will not be successful if the retailer continues with normal operating procedures. If, however, the retailer has a sound plan for improving business and rent relief would allow for investment in a new plan, there could be a chance for success. Then the retailer and investor would both win.
  • Posted on: 07/31/2019

    Are store robots cute, creepy – or nearly useless?

    The use of robots will increase for roles like cleaning or identifying hazards or maybe even doing some inventory tasks. How will retailers integrate these robots? Will robots replace employees, will they be additional “employees,” or will they work alongside employees who will now need skills to manage robots? The use of robots will increase and become more sophisticated so retailers need to start thinking about how to incorporate them.
  • Posted on: 07/31/2019

    Kroger to make customers pay for cash-back debit card payments

    Whether or not I approve is not relevant. Just because “everyone else” does it is not a sufficient reason for consumers to “understand.” It May eventually become a common practice, but being early in the process may well drive consumers to competitors. Will they come back when the process is common? Not if they have been served well by their new store.
  • Posted on: 07/31/2019

    Who will seize the opportunity to turn stores into fulfillment centers?

    The last mile of delivery is challenging and extremely important to being competitive. Using retail space to reconfigure back end services is an important area for exploration. However, it requires a significant investment in reconfiguration of the physical space and in both inventory and fulfillment software. There is one important metric that can be used: retailers that find no way to update their physical space and technology will go out of business.
  • Posted on: 07/30/2019

    The clock is ticking for J.C. Penney

    Trying initiatives that extend the home and fashion concept is an excellent idea but maybe too late. Time is needed to determine what kind of classes resonate with which consumers and what kind of dressing room configuration and/or assistance results in increased sales. Great ideas but there may not be enough time to do the testing to hit on the winning combinations.
  • Posted on: 07/30/2019

    How do brands maintain their cool?

    Interesting research and results. Particularly, investigating stages of coolness is an important contribution. The idea of becoming cool with a niche makes sense with the resulting challenge of migrating the cool image to a mass market and the challenge of how to keep a brand cool. The one question is how important the perception of cool is for which products.
  • Posted on: 07/29/2019

    Staples creates content to reposition and differentiate its brand

    I agree with Bob that becoming a resource to customers is helpful. The challenge for Staples is to find a way to offer resources that makes larger companies choose them as the go-to resource for supplies and solutions, to offer smaller entrepreneurial companies helpful solutions, and to provide solutions for individuals. This is a formidable challenge but a step in the right direction.
  • Posted on: 07/29/2019

    Has eBay created a viable alternative to Fulfillment by Amazon?

    This approach will facilitate delivery for some items on eBay but not all. However, this is a step in the direction of becoming more competitive which should help eBay.

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