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: 12/21/2018

    Should Santa be modernized?

    This is a great example of the fragmented consumer market. Of course Santa Claus can have different personas - Santa already has lots of variations around the world. Now Santa may vary based upon consumer groups with different world views -- bikers, hipsters, traditionalists! etc. -- this is beginning to sound like a marketing research project report. With different Santas appealing to different consumer groups, brands can pick and choose which Santa appeals to which target segment and we continue to be more divided.
  • Posted on: 12/21/2018

    Should the Marlboro Man be vaping?

    I find this effort confusing. If nicotine is the addicting and dangerous substance, how does eliminating tobacco solve the problem when the alternative uses nicotine? Changing the delivery system does not eliminate the problem. Altria is changing the delivery system but is selling the same product -- addiction to nicotine. The efforts to control or limit the new delivery system are ramping up. How has Altria changed their position from the old Philip Morris position of selling nicotine?
  • Posted on: 12/21/2018

    Is Amazon Prime not what it’s cracked up to be?

    Amazon Prime offers a variety of benefits and different benefits have priority for individual customers. In addition, delivery from third parties is not under the same control as delivery from Amazon warehouses. Given the number of people using Prime, the number of items that can be purchased, and the variety of customer locations, logistics is a complicated issue. All of this means Amazon has an increasingly difficult time keeping its promise and customers care about the promise not the difficulties Amazon faces. As with any company, growth creates a challenge in terms of living up to its promises. For a company built on the premise of meeting customer needs this is a significant issue for them to resolve.
  • Posted on: 12/20/2018

    Joann invests to bring 3D-laser cutting to stores

    This is an interesting way of integrating new technology, offering a unique experience, exposing consumers to new technology, and increasing in-store traffic for Joann. For Glowforge the partnership provides more exposure for their technology. Great idea.
  • Posted on: 12/20/2018

    RetailWire Christmas Commercial Challenge: Cost Plus World Market vs. Meijer

    The Cost Plus ad was a cute story with a clever twist with the boy’s solution of a cookie jar. However, there was no real link with Cost Plus and I agree with Anne about the mom being uninvolved and unfeeling about the concern. The Meijier ad was cute but generic until the end. Santa’s footsteps, and the tag line “believe, we’ve got you covered for everything else” was a clever reason for shopping at Meijer. So my vote goes to Meijer.
  • Posted on: 12/20/2018

    Why are holiday gift returns spiking before Christmas this year?

    There are several reasons for increased and earlier returns: difficulty in determining colors because of the differences in monitors, difficulty determining sizes because of the inability to try things on, earlier sales before Black Friday, a longer sales period over the Thanksgiving period, and people opening gifts when they receive them rather than waiting Christmas. For all these reasons consumers prefer shopping with retailers that have easy return policies. Because online shopping is increasing, returns will also increase. Increased online shopping, consumer expectations, and increased shipping prices all put pressure on retailers in the area of inventory management, quick shipping, and costs. Balancing the contradictions continues to provide a challenge for manufacturers and retailers.
  • Posted on: 12/18/2018

    When are outside Amazon experts better than inside ones?

    Outside teams may understand Amazon’s operations better than current internal employees. However, internal employees understand your brand, operations, history, and goals better than Amazon experts. I would expect that a collaborative team of Amazon experts and internal employees will lead to in-house experts only.
  • Posted on: 12/18/2018

    Yoox looks seeks AI’s help for design inspiration

    The AI approach makes sense as part of the strategy for determining fashion trends. However, even using AI requires decisions about which data to use, what weight is given to what data, and how text comments are incorporated so this is not a machine-only decision. But AI is an incredibly useful tool for this purpose.
  • Posted on: 12/18/2018

    Who will win the battle for holiday gift procrastinators?

    Are the people who have not shopped until the last minute the same people who are scanning all the ads to find the best deal? Some are. However, many put it off because they were busy and those are not the people doing a lot of research about who has the best deals. The efforts will entice cherry-pickers. Staying open later is probably most effective except 10 p.m. on Christmas Eve seems excessive and a huge burden for employees.
  • Posted on: 12/17/2018

    RH’s new location is a ‘luxury compound’

    The integration of RH with the setting that attracts people to Napa is a big part of the appeal. Adding wine tasting and a wine bar in a setting featuring RH products makes it work. Not every luxury retailer could create the right ambiance with their products. Creativity of concept and integration with the location and reason for travelers to be there is necessary for success. Exclusivity is also important. As Ryan says a ”mall” of luxury stores is not likely to be successful.
  • Posted on: 12/17/2018

    Are retailers getting over their SKU management hurdles?

    Hurdles are important but not the only criterion for making a stay or go decision. What purpose does the item serve for which group of consumers? Are those consumers important to you? Do you want to support the purpose that item serves for those consumers? The go/stay decision needs to consider a variety of factors, only one of which is a numeric hurdle.
  • Posted on: 12/17/2018

    Will porch pirates ruin Christmas?

    Those who have had items stolen or are in areas with a high likelihood of theft may order things to be delivered to the store or other secure location rather than not order online. Sellers and delivery companies are likely to continue working for solutions and customers are likely to continue finding solutions to disincentivize, stop, or catch thieves. Shopping from home or on the go allows the customer to find an item, have it secured in their name, and delivered quickly. Where and how the delivery occurs may change as other solutions are created and tried.
  • Posted on: 11/21/2018

    Will loyalty programs drive market share gains for Lyft or Uber?

    With both companies having rewards programs, it will be like grocery loyalty cards - customers will have both and continue to use the service that meets their need at the moment. In addition, if the program is too complicated in relation to the benefits provided, it will have a negative impact.
  • Posted on: 11/21/2018

    Candytopia’s pop-up museum puts AR on display

    Right now AR works as a tool to generate interest and fun for a brand with those highly involved with AR technology. Until and unless someone finds a way for AR to functionally enhance the shopping process, it will remain a fun tool for attracting interest and/or engaging a specific target market.
  • Posted on: 11/21/2018

    Waitrose disses John Lewis’ Elton John Christmas commercial

    I agree with Jeff. The Waitrose commercial does not negate the John Lewis commercial, but rather it emphasizes food in negation of the holiday altogether.

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