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: 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.
  • Posted on: 11/19/2018

    Why is Bloomingdale’s selling major appliances?

    Luxury appliances is not a large category but is a niche and this strategy has the potential to be successful for both LG and Bloomingdale's. It is a good way for LG to showcase state-of-the-art appliances.
  • Posted on: 11/19/2018

    FAO Schwarz makes an iconic comeback in the Big Apple

    FAO Schwartz and Toys "R" Us do not appeal to the same consumers, but being the only toy store in Manhattan will give them an edge. They need to remain iconic, have different selections of toys, and be trendy to succeed. As long as the wealthy consumers worldwide have disposable income and FAO has iconic toys, the brand will do well.
  • Posted on: 11/19/2018

    Can Walmart turn its haters into lovers?

    Walmart has identified the price-sensitive family shopper as a target and does amazingly well with that target. Much of the reason behind experimenting with new store formats and innovations is aimed at other target markets. That has the potential of turning away loyal customers so Walmart has to be careful with that strategy. To lure other markets Walmart needs to decide whether they can cater to those markets with bright, well-lit, spacious aisles, a variety of choices within brands and categories, really good customer service, AND still be profitable. If not, stop trying to go after those other target markets and make sure you keep those loyal customers.
  • Posted on: 10/26/2018

    Has wine in a can moved from fad to trend?

    Consumers who prefer wine in casual situations (as opposed to beer) will appreciate wine in cans. Consumers who are serious about wine are not likely to drink wine from a can. These are different target markets drinking wine in different situations. A single serving of wine in a can is likely here to stay because of convenience and the ability to drink wine in situations where it is not convenient to have a corkscrew to use with a glass bottle with multiple servings.
  • Posted on: 10/26/2018

    Did Amazon wrap up Christmas in July?

    Christmas is not the only gift-giving occasion, even though it is the biggest occasion. Consumers purchase items for birthdays, anniversaries and other special occasions throughout the year. Sales throughout the year can tap into these shopping patterns. Christmas in July has been a common phrase and Amazon was clever to tap into it. However, not all sales need to mention Christmas to encourage consumers to shop for Christmas. Promoting Christmas shopping all year long will certainly antagonize consumers.
  • Posted on: 10/26/2018

    Should retailers respond to every consumer review?

    Social media allows for two-way communication with consumers. This is a significant departure from the old model of creating a message and sending it out to the masses. Consumers want a conversation with retailers and brands. That is why 90 percent of consumers in the survey expected some kind of response. Companies need to change their expectations, reorganize, take this form of communication seriously, ensure that messages sent are consistent with other company messages, and that information gleaned from consumers is sent to appropriate places within the company.
  • Posted on: 10/25/2018

    Will organic food sales soar on the latest cancer research?

    Maybe marginally. People committed to purchasing organic food already do that. Now that the organic section has become larger in stores, some people purchase organic because it is there. For most, the price differential is a problem. Why does it have to cost more to buy healthy food?
  • Posted on: 10/25/2018

    Can an Instagram-born luggage brand have staying power?

    Using the tool (Instagram), a style (storytelling), and a product (suitcase with a phone charger) certainly appeals to Millennials. Encouraging consumers to post photos with their luggage on Instagram reinforces the use and appeal on Instagram. This is an approach that anyone attempting to appeal to Millennials should investigate. Different approaches to marketing is necessary for different segments of the population. However, remember that the story needs to appeal to the group.
  • Posted on: 10/25/2018

    Black Friday is too late

    Retailers need to acknowledge consumers’ shopping habits when they shop for presents before Black Friday. However, that does NOT mean advertising Christmas earlier. What it does mean that consumers are looking for gifts, so advertising gift items early is important while keeping an emphasis on Black Friday sales and the last minute sales. Consumers are shopping for Christmas gifts for a long period of time, and they can and are purchasing gifts with Christmas advertising. That does not mean that they are immune to promotions on Black Friday or later. Responding to those promotions may be why they spend more.
  • Posted on: 10/24/2018

    Should Old Navy and others offer better deals online than in stores?

    Retailers used to be afraid of showrooming. Not any more with this pricing strategy that encourages showrooming. If consumers go to the store to check out products, stand in the store and order online from their phone, that saves no money for the retailer and runs the risk of upsetting consumers who do not go on their phones and pay a higher price in the store. This policy risks alienating some consumers and encourages showrooming which means less in-store revenue.
  • Posted on: 10/24/2018

    Don’t shutter that store! Bricks impact clicks

    Consumers see one retailer and seeing the name of the brand gets reinforced every time the consumers see the name. Any decision affecting the website, the stores, advertising, and social media needs to be evaluated in terms of the impression it creates with consumers who do not see these activities as silos.
  • Posted on: 10/24/2018

    Did Target just become the easiest place to shop for Christmas?

    Target has had trouble living up to its promises during the holiday season. Will consumers believe this promise? They may test the system with small orders first which could be expensive for Target. However, that could increase consumers’ confidence. If the system works as promised early and consumers begin using Target as frequently as expected, and especially the last few days before Christmas, Target needs to be ready to execute.

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