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.

  • Posted on: 10/02/2019

    Is Walmart’s CEO the right leader for Business Roundtable?

    As consumers of all ages are leaving traditional outlets, using new technologies, receiving poor customer service, and rejecting the values of some traditional businesses, it is definitely time for companies to consider more than shareholder value. If they do not make a shift, more companies will be filing bankruptcy papers. It is imperative to see the market as it is, not as it was and view the company holistically as it moves to create value for consumers with motivated employees to make a profit.
  • Posted on: 09/27/2019

    How can retailers scare up more Halloween sales using social media?

    Great comments. To go one step further, this approach can be successful for other holidays and occasions as well.
  • Posted on: 09/27/2019

    Why do IT service outages keep happening at retail?

    Planning, funding, and installing technology are huge issues for retailers. So huge that retailers are worn out and stop thinking about the issue once the technology is up and running. However, the job is not finished at that point. Contingency planning for problems and monitoring performance are also critical tasks for long term success. These activities are often thought to be unnecessary when the vendor promises that specific technology will work and the retailer does not want to spend more money. However, the hit to sales and image can be quite expensive as well.
  • Posted on: 09/27/2019

    Amazon wants to take the lead on regulating facial recognition tech

    This issue is problematic in many ways: accuracy is not high except for white males, there is potential for privacy violation, there is the possibility of editing pictures, and concerns about responsible use of data. Until accuracy is reliable, it seems early for legislation. However, it may be time to start thinking about rules and guidelines as the technology is developing. It is difficult to believe that Amazon would not propose legislation that would benefit their company more than the public good. Maybe more than one company or agency should be considering or proposing legislation.
  • Posted on: 09/26/2019

    Amazon tests program to take better care of employees’ health

    As mentioned in the article several companies are experimenting with a variety of plans. Time away from the job for illness can be reduced by having healthier employees. In addition healthy employees can function better than employees who are not feeling well. More experimentation is necessary before determining which plan to follow, but efforts in this area should continue.
  • Posted on: 09/26/2019

    Can grocery shopping make people less lonely?

    Just please clearly identify the “chatter lines.” When in a hurry, I do not want to be stuck there. On the other hand, if they are clearly identified, will using them be perceived as a social stigma? Maybe employees roving through the store engaging interested consumers in conversation would be more effective. Having areas for coffee and chatting provides an opportunity for social conversations with friends or with employees.
  • Posted on: 09/26/2019

    Will selling online be the start of something big or bad for Marshalls?

    Marshalls is coming to online sales. If the time has been used to understand the demands of online sales, examine the pitfalls other retailers have faced, and put technology and processes in place to perform well, then I expect this effort to be a success. If, however, these three areas of inquiry have not been pursued and addressed, then there will be problems. Consumers expect online sales, delivery, and returns to work seamlessly alone and with physical stores. Delivery on expectations will determine the results.
  • Posted on: 09/25/2019

    Retailers must turn stores into ‘anything engines’

    There are two ideas here. One is the store and it is critical that the idea of a store be reimagined. What would attract people to this space? Why? What do they want to do when there? Now create the space. The second idea is the company -- how does the company need to be designed and use technology to attract consumers wherever they are with whatever information they want on whatever device or in whatever space they choose? I am not fond of the term “anything engine” because by itself it does not suggest both of these concepts clearly. However, I absolutely agree with both ideas.
  • Posted on: 09/25/2019

    Are smart carts a smarter way to ‘Just Walk Out’?

    I hope the retailers using these carts also provide traditional carts as an option. Having to pay attention to what I need to purchase, what is going on to avoid POP displays and other shoppers, what signs are on the shelves and floors, and what information the store’s apps are providing is quite enough, thank you. I do not want to have to pay attention to information from my shopping cart. Handheld devices are still working out the bugs of recording items correctly and getting consumers to use them. Replacing a handheld device when software or screens need to change will be easier and less expensive than replacing a cart. Experiments are good but replacing a whole fleet of carts is premature.
  • Posted on: 09/25/2019

    What makes consumers grumble most about returning online orders?

    Having to pay for the return, having to take it somewhere to be shipped, and waiting for the refund are problems. We pay shipping and handling to get product to us so why do we have to pay for the return if we have to do the handling and take it somewhere to be shipped? There are some retailers that do a better job with returns and I will try to use those retailers if possible. If some can make the process easier, they should all be able to do the same.
  • Posted on: 09/24/2019

    Do retailers need better business intelligence tools or a better analytic strategy?

    The tools are only as good as the people using them. What are the tools supposed to do? Which tools do it best? What training is necessary to use the tools to make relevant decisions? This is another example of pursuing two directions and making them intersect.
  • Posted on: 09/24/2019

    What will Apple’s reinvented Fifth Avenue flagship mean for the brand?

    Palatial showcases in and of themselves are not the issue. Whatever the ambiance that is created in a flagship store, only a small percent of customers will experience it. What is critical is identifying critical elements of the design that work for consumer and support the retailers’ purpose that can be replicated at scale throughout retail locations. This is extremely difficult to achieve but critical for establishing and creating customer experience and company image for all customers.
  • Posted on: 09/24/2019

    Two hot trends, personalization and frictionless retailing, are at odds with each other

    Managing the paradox is the way to success. While both approaches will take a significant amount of investment in time, money, and training, they must intersect for success. If they are pursued and implemented separately, the investment will be wasted.
  • Posted on: 09/23/2019

    Amazon steps up on climate change, sort of

    Aiming to be first and doing the most in eliminating carbon emissions is not necessary because someone else can always do it faster. However, as the leading e-commerce site, Amazon needs to be in the group of e-commerce sites and retailers in their efforts. Adhering to the Paris Convention standards, and doing so earlier than required, is important.
  • Posted on: 09/23/2019

    Will pushing back against Christmas creep drive sales eBay’s way?

    The early sales are great. The decorations and music this early are not! I like their campaign of great deals every day not just the holidays. That is smart because it appeals to the people who want to shop early without seeing the decorations or hearing the music this early. Since they are providing deals now I don’t think they will lose sales and may even gain some sales from consumers who appreciate the sentiment.

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