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: 05/10/2019

    Trump is deaf to retailers on tariffs

    When Trump believes something he does not change his mind no matter what the reality of the situation is. Yes the impasse will hurt the country, and the world if the situation continues. I know of no way to change his mind.
  • Posted on: 05/10/2019

    Will Farmstead’s ‘Smart Shopping List’ give it an edge in online grocery competition?

    For the consumers doing online shopping with Farmstead, the suggestions are likely to be very effective. Will that encourage more people to use Farmstead? Probably not because the AI is not effective until there is a database of your past purchases.
  • Posted on: 05/10/2019

    Is anyone going to buy Sears’ rebranding?

    I thought Sears was always about everything for the home. Do they really need a new logo? They just need products, atmosphere, customer service, environment, and prices to create a new image. The new image is not about the logo. Don’t tell me about the change, show me.
  • Posted on: 05/09/2019

    Sainsbury’s plans Amazon-style online grocery marketplace

    Determining best practices and continuing to change as best practices evolve along with excellent administration of supply chain and product quality issues is key. Those who can do both will excel and leaders will change as the marketplace changes.
  • Posted on: 05/09/2019

    Are machine learning and AI the path to enhanced personalization?

    Given the requirement for creating and testing AI algorithms, personalization is likely to be more successful at defined target market levels rather than at the individual level. Getting to individual level personalization is likely going to take some time.
  • Posted on: 05/09/2019

    Will Schick parent’s acquisition of Harry’s create a ‘next-generation consumer products platform’?

    Whether the combination is a stronger brand depends upon the integration of cultures, people, and philosophy. Depending upon the integration of these three components that combination could be creative, innovative, process-dominated, unclear about its path or several other configurations.
  • Posted on: 05/08/2019

    Angela Ahrendts talks about lessons learned at Apple

    So true. In addition, I was surprised that nothing was said about supporting employees to also be stewards of the brand. In retail at Apple there is lack of support and commitment toward retail careers with reduced training and no career pathing. This is the point at which consumers meet the brand. These employees need to be incorporated as important stewards.
  • Posted on: 05/08/2019

    What can we learn from the Fisher-Price Rock ‘n Play recall?

    Certainly Fisher-Price's reactions call into question their stated claim of putting safety first. Approving and marketing a product that could be problematic is one mark against safety. Blaming consumers is another mark against safety. The worst mark is waiting to have overwhelming evidence presented in the media to make a decision to recall a product. This whole scenario calls into question Fisher-Price’s commitment to safety first and could be a problem for them.
  • Posted on: 05/08/2019

    Will Walmart’s new online pet pharmacy and vet clinics draw more pet parents?

    Given the number of families that have dogs, the move to an online pet pharmacy makes sense. How long it will take to implement the online service and in store clinics? That is up to Walmart management. Where will the clinics be located in stores? How will people feel about shopping for food in the same facility as sick animals?
  • Posted on: 05/07/2019

    H&M will cease printing its catalog after 39 years

    This move does support sustainability but may may result in lost business. People may forget to go to H&M’s website, may not go there just as new products come out, may not see the whole collection and will buy elsewhere at top-of-mind companies.
  • Posted on: 05/07/2019

    What will Walmart gain from its ‘returnship’ program?

    I love the idea and hope it is a first step, not a full blown program -- what about people returning to the workforce who did not do tech work but have acquired some skills or want to acquire those skills? What about people in the other 2000+ Walmart locations?
  • Posted on: 05/06/2019

    What companies need to know before using AI

    Many companies are adopting something they are sold as AI without fully understanding what it does, how it works, and why they are using it. If top management doesn’t understand AI and if the people creating marketing strategies do not understand how AI is being used, companies can not explain the use of AI well to consumers. Using AI is more than just adopting the use of new software and needs to be viewed as such.
  • Posted on: 05/06/2019

    Who is winning the shopping search race — Amazon or Google?

    I was surprised that Instagram did not rate at the top for inspiration. I don’t necessarily equate inspiration with search. To me search is looking for something and one reason for using Google over Amazon for search is that Google encompasses more products, brands and stores whereas Amazon encompasses product available through Amazon. However, as Amazon increases the number of products available, it may gain in the search category. In terms of voice commerce, the news reports of those devices “listening” to consumers along with the reasons listed for not using voice search will keep this option from increasing quickly.
  • Posted on: 05/06/2019

    Will a strategy built around changing people’s lives transform Lululemon’s business?

    As philosophy for the company, Sweatlife is great. It is important to have a central theme when planning for the future and deciding which experiential activities to embrace. Choosing appropriate activities will be tricky and may differ considerably across locations. The danger is that not all consumers may be committed to all three parts of the philosophy. If not, activities may not attract them to the store, especially the community part. If community means that a group of people come in, relax, and stay within their own community, that will work for that small group but may not encourage purchases. If community means that people come to the store to become part of a larger community, that may be perceived as an in-group - out-group situation and keep people from coming to the store. Emphasizing experience is a good way to go, especially if the Sweatlife philosophy fits their target. Implementation will determine how successful the approach will be.
  • Posted on: 03/15/2019

    Pets rule the retail roost

    As the number of pet owners increases the purchases of pet products will increase. As the disposable income of pet owners increases, the purchases of pet products will increase. At some point these conditions will plateau but, in the short term, sales of pet products will increase.

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