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: 09/07/2021

    Why can’t CMOs And CIOs just get along?

    After having worked on a project to bring IT and Marketing businesspeople and academics on several projects that have since been abandoned, here is my insight. In general, IT professionals want to make things work which means performing an activity reliably. They are not especially interested in the outcome x as long as the process does what is is supposed to do. An example is that on one project I worked, someone who was one of three experts able to make a piece of software work. He walked me through the process and explanation. I had an overall understanding of the process, but not all the details. At the end of the explanation, I asked what would a marketing manager do with these results. His response, "wow, you ask hard questions. I have no idea." On the other hand, marketers, in general, receive very little technology training except for statistics. They are concerned about the customers, the tools, the responses, and predictability. Having tried to teach marketing faculty and students how to use some of the analytics software, I find that they need a lot of basic instruction and handholding on the technology side. So asking IT and marketing professionals to be respectful of each other and work together is not sufficient. Marketers need basic training in how the software/technology works in a way that is understandable to them. IT people need to understand how the information is being used. When I had both groups of students in the same class, the marketing students could use the tools once they had the training. The IT people were surprised at how their information was and could be used. It is a lot of work and takes time. Without the commitment and support of people at the top of the organizations, the projects will fail. Did I mention that all my projects were abandoned? However, both IT people and marketers who did learn how to understand each other’s world have gone on to very lucrative and successful jobs. Understanding the other world and obtaining basic competence in each other’s reality is necessary for successful collaboration.
  • Posted on: 09/01/2021

    Ending prices that end in 99 cents

    Does this principle hold for products other than coffee and for non-student consumers?
  • Posted on: 07/30/2021

    What’s holding consumers back from adopting AR/VR shopping tech?

    Excellent point. Unless the technology solves a problem to make shopping easier and more successful, the technology adoption rate will be very slow.
  • Posted on: 07/30/2021

    Will throwing money at drivers solve the trucker shortage problem?

    Maybe higher signing bonuses, year-end bonuses, and better retirement packages or health benefits will help. Maybe autonomous trucks will help. Maybe finding out what would motivate current truck drivers to enter the job or continue in the job would help. Maybe finding out why people in their 20s and 30s do not want to be a truck driver or finding out what would motivate them to make that choice would help. Clearly I do not have the answer, but the trucking companies haven't found it either, so more discovery is necessary.
  • Posted on: 07/30/2021

    Amazon forecasts slower growth as it laps last year’s insane online sales gains

    The biggest challenge is that expectations are based upon predictions. For expectations to be accurate predictions need to be accurate. During the pandemic predictions have not been accurate and will not be accurate until we return to some sort of normalcy. As a result, a 27% increase in sales should be viewed as excellent news. Will the Delta variant continue its dominance and spread? Will another variant become dominant and spread? Will customers stay home again? Will customers want to be out and about shopping? Will customers want to continue using Amazon? Will customers be drawn to other vendors? In light of this uncertainty will investors decide to hold Amazon’s future sales to their prediction or will they be pleased with 27% growth?
  • Posted on: 07/29/2021

    Will a new digital platform create a must-join safe space for Athleta’s customers?

    Creating communities tied to brands works when consumers using the product see value in and get value from participating in the community. Fitness, entertainment pop culture and body positivity are a wide array of topics. Some issues may appeal to some community members. However, finding a way to create one community out of these disparate topics seems challenging. From a Nike training group members expect to get valuable information. What will a member expect to get from a group that presents information on pop culture, entertainment, and body positivity. AthletaWell may need more than one community group.
  • Posted on: 07/29/2021

    What can rival retailers learn from Walmart’s free college degree program?

    If companies are having trouble hiring enough workers, then they may have to spend more money through higher wages or signing bonuses to hire and retain good workers. Having a well educated workforce is a benefit for companies. Then spending money to pay for employees to get a college degree seems to benefit employees and employers. Seems like Walmart has chosen a great strategy by choosing sing degree areas that will benefit the company and paying for employees to get those degrees.
  • Posted on: 07/29/2021

    Store associates shouldn’t have to be the mask or vaccine police

    Using the honor system for mask usage never made sense to me and didn’t work. So, what to do now? Going back to restricting the number of people in the store at any one time is one possibility. That could be done in conjunction with again requiring masks for all employees and customers. Retailers could require employees to be vaccinated. Then comes enforcement. Retailers have security for confronting shoplifters -- usually that means calling on security when a problem is observed. A similar system should be used when observing mask violations. Security can not be everywhere at once, but store employees who see a mask violation can call security.
  • Posted on: 07/28/2021

    Weather forecast predicts retailers will face more record-setting heat waves and storms

    Planning product assortment and supply chain strategies based upon the past may leave retailers in trouble if these predictions are correct. Whatever strategies and plans are made it will be essential to have some way of detecting changes in predictions and in actual circumstances and to have enough flexibility to adapt quickly. Planning based upon the past and relying on it is no longer effective.
  • Posted on: 07/28/2021

    Will smaller retailers pay to use Walmart’s tech and transform their own businesses?

    Retailers need to try Walmart’s services to see how well they will fit the needs of their customers before adopting them. That is a practice that should be used for all services. While the service may work well for one retailer it is important to understand how the software will interface with your company systems and your customers first.
  • Posted on: 07/27/2021

    Will ‘sound commerce’ make some noise?

    For products related to sound, such as instruments or microphones, this makes sense as a long-term and short-term strategy. For other products, such as clothes or jewelry of performers, it may be more of a fad or require coordination of too many supply chains to be practical.
  • Posted on: 07/27/2021

    McDonald’s reorg focuses on the fast feeder’s customers

    McDonald’s needs to make sure all systems are working. It makes no difference what choices are available or which form of ordering is used if the response is “Sorry the ice cream machine is not working today.” All systems need to work together to serve the customer well.
  • Posted on: 07/27/2021

    Will the Delta variant keep shoppers and unvaccinated workers at home?

    Retailers need to be very concerned about protecting their workers as the Delta variant increases. They are in a difficult position facing lawsuits if they require employees to be vaccinated or lawsuits if employees are not protected and contract Covid. Customers are beginning to grumble about the number of employees and other customers not wearing masks and that is likely to decrease the number of shoppers. People need to be vaccinated and to wear masks for everyone’s safety.
  • Posted on: 07/26/2021

    Has Ben & Jerry’s gone too far with its stand on the Israeli-Palestinian conflict?

    Addressing social issues will not always be popular with all customers, all the time. Taking a stand on social issues means that some customers may not happy and may boycott. That is the nature of taking a stand on social issues. Has Ben & Jerry’s gone too far? Not if that is what the owners believe and want to do in accordance with their philosophy, knowing that they may lose some sales.
  • Posted on: 07/26/2021

    Should retailers continue the chatbot deception?

    Chatbots are a nice way to avoid a long hold if questions are straightforward. Identifying that the the bot is not a live person allows customers the option to not waste time with the chatbot first.

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