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: 08/31/2018

    The Rock rules celebrity endorsements

    Making sure the image and values of the celebrity match that of the brand, are valued by the target market, and that the celebrity continues to act within accepted parameters are necessary for success. Since not all three elements are controllable there will always be some risk and surprises.
  • Posted on: 08/31/2018

    How should Tiffany modernize its flagship?

    Is the lack of “delight and treatment” of heritage and newer categories keeping Millennials from shopping at Tiffany? Is the Blue Box cafe delighting current consumers or Millennials? How is their global perspective going to draw Millennials? While any of these approaches may help, I see no direct link between these ideas and what is keeping Millennials from shopping at Tiffany. As a result, the success of these approaches is not high.
  • Posted on: 08/31/2018

    Walmart could have you shopping in The Matrix

    VR technology will be tried as a novel way to shop. However, it will only have staying power if consumers get some real, added value when using the technology AND if the fulfillment is well integrated with Walmart’s logistics system.
  • Posted on: 08/30/2018

    L’Occitane aims for a more immersive, more disruptive flagship

    How many Millennials live in the area? How many Millennials visit the area? Since they are now the largest population group, one or even two experiential stores in one market is not going to have much impact. However, there is also social media, so those who do visit can share with all their friends. This helps recognition and interest helping to make the store a must see when in the area. How did that work for the M & M store in Las Vegas? If the main attraction is experience, that will not translate well across social media. One or two experiential stores is not sufficient.
  • Posted on: 08/29/2018

    What should retailers do to ensure seafood sustainability?

    I am not sure where or how consumers learn about sustainable seafood practices of a retailer when they are in the store making a purchase. Depending on that, sustainable seafood practices may impact consumers’ perceptions of a grocer and/or whether they decide to purchase seafood at all from a given retailer. For consumers who do not do this research or have this information, a grocer’s sustainable practices are probably not part of the consumers' decision-making process.
  • Posted on: 08/29/2018

    What questions should guide a digital transformation?

    If business leaders need to follow this list of questions to guide digital transformation, then they are not likely to be successful. If they are not familiar with trends for the future, the range of technology available, or what it takes to create a framework for amassing and using their data, they do not have the information needed to answer any of these questions.
  • Posted on: 08/29/2018

    Amazon’s warehouse workers become social cheerleaders

    Incentivizing employees with perks and/or the possibility of promotion and/or as part of an official position as a Fulfillment Center Ambassador is not appropriate. How can anyone assume that opinions are freely given in this circumstance? This approach only makes a difficult situation even more problematic.
  • Posted on: 08/28/2018

    Publix pioneers an easier way to see the doctor

    For common illnesses or problems, this approach could work really well. Using this approach in CVS or Walgreens is one thing because that is a location sick people often frequent looking for remedies. However, will consumers in grocery stores when purchasing fresh food be comfortable having sick people with colds and flu trotting through the store?
  • Posted on: 08/28/2018

    ‘Jittery’ prices will come back to hurt Amazon

    Many consumers may not know about However if they are doing reorders through Alexa or online automatically and start seeing that they are being charged different prices, they may start investigating. When they find arbitrarily different prices, they may well stop the automatic reorder features that are being used by retailers to build loyalty. This price strategy may well backfire on Amazon.
  • Posted on: 08/28/2018

    Walmart turns to Moosejaw for curation

    A consumer with adventurous outdoor interests willing to pay premium prices does not sound like an in-store Walmart consumer. Trying to target one group of consumers in-store and another group online is not a good long-term strategy. All past efforts to enter upscale markets by Walmart have not been successful. Why will this be different? Having outside organizations curate products for Walmart means those organizations will not have great insight about Walmart consumers. Extending this concept before this test is evaluated would be premature.
  • Posted on: 08/27/2018

    Can Zippin zip past where Amazon Go is going?

    The companies experimenting with “just walk out” technology are technology innovators rather than retail competitors. Each of these companies is creating retail outlets to experiment with technology and to establish proof of concept. That does not make them retail competitors. It does, however, make them innovators ready to be acquired by existing retailers when proof of concept reaches an acceptable stage.
  • Posted on: 08/27/2018

    REI finds an audience for used gear

    Sustainable, well-crafted outdoor gear is expensive which often precludes consumers who would want to purchase these products but can not afford them from buying them. Offering the gently-used products at lower prices makes them available to a new group of consumers. This is a great idea.
  • Posted on: 08/27/2018

    Shoppers may finally be using retail apps

    The app needs to function easily, access rewards seamlessly, offer increasing functionality and do all this better than the company’s website. To encourage future use, retailers need to offer functions that consumers value and to refrain from offering functions just because they can. The main reason for using apps is to streamline the process so additional functions need to streamline not confuse the process.
  • Posted on: 08/20/2018

    Three reasons why Gen Z ignores your loyalty program

    Good points about age budget, and use of the Starbucks loyalty program.
  • Posted on: 08/15/2018

    Kroger teams with Alibaba to sell private labels to half-a-billion Chinese consumers

    Wow! This is a huge step for a company that has chosen to not do business outside the US. Working with Alibaba has the advantage of relying on them for local distribution. Relying on them for distribution puts part of your reputation in their hands. Working with Alibaba will make relations with the Chinese government easier. Not having to invest in retail locations is great. Focusing on Kroger's own brand allows Kroger the freedom to do the test with a singular focus. This will be a great test to watch.

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