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: 04/18/2018

    Honoring women

    I agree with the mandates. I was just surprised that with no mandate and after a cursory review that a man noticed something missing. I had never before heard that kind of comment from a man in a decision making role and was surprised he noticed!
  • Posted on: 04/18/2018

    Honoring women

    Maybe the language used appeared to be tokenism to you. However, consider the other side of the argument -- hiring the best person. In how many instances have men written the job descriptions and interpreted actions reported so that "leadership” is desired, meaning men need to take charge and offer their unbiased opinions whereas a woman displaying those same behaviors is considered “bossy” and “aggressive” and so either does not get glowing recommendations or is not considered to have “leadership” potential. In the conversation to which I referred, seeing a man in a position of power, especially considering the patriarchal position, review names that had been suggested and say that we needed to make sure that a woman be included was notable, welcomed, and gave me hope that men were becoming sensitive to including women. So sad that I have not seen the sentiment since then.
  • Posted on: 04/18/2018

    Honoring women

    The most forward thinking activity I have seen happened when I was part of a committee planning an event. As we considered who to invite to be part of the program, one of the high powered men said (with no prompting or comment by me) that we needed to be sure to include a woman. This was over 20 years ago and I was very impressed that one of the men was making an effort to include a woman. Unfortunately over the intervening 20 years I have never heard that sentiment again. How and when will the consciousness of men change?
  • Posted on: 04/13/2018

    Will electric vehicles prove a bane or a boon for c-stores and energy drinks?

    On the one hand, a group of consumers have developed a habit of stopping at c-stores and will continue to do so for awhile. Those who drive electric cars may not need to stop as often, but may find that they drove a little further than expected and find that they need to charge to make it home. If c-stores have quick charge technology for electric cars, consumers will keep their habit of going to c-stores. Then the c-stores will need strategies to promote frequent shopping to encourage consumers to stop more often.
  • Posted on: 04/13/2018

    REI lifts the sustainability bar

    REI promotes a mission of sustainability to the public which has found a strong following. Selling brands that also adhere to that image is consistent with REI’s mission and will be popular with loyal REI shoppers. Not all retailers are committed to sustainability or believe that becoming sustainable will attract loyal consumers. Only those retailers that also promote a strong sustainability mission will follow.
  • Posted on: 04/13/2018

    Backstage shops star inside Macy’s

    The only way it makes sense is if the merchandise in the Backstage area keeps changing AND if Macy's continues with other innovations. If the merchandise continues to change so that there are new finds on every visit to the store, then consumers will come back. However, one tactic does not spell long-term success. Focus needs to be on the experience of consumers who patronize a particular store -- what is interesting to them? What will keep them coming back?
  • Posted on: 04/12/2018

    No site comes close to Amazon for Gen Z

    Gen Z will expect every online company to be laser focused on their convenience in terms of the shopping process, variety of products, payment and delivery. This includes adopting new technology when it is available. Companies that create frustration in any of these areas will immediately fall out of favor.
  • Posted on: 04/12/2018

    Will a mobile game and free pizza combo deliver sales for Domino’s?

    Matching the subject, type of game play and difficulty level to specific target markets could make this approach successful. The profitability of balancing the challenge and cost of creating the different types of games would need to be evaluated. One size will not fit all. Balancing the challenge with profitability is an issue for all companies considering this approach.
  • Posted on: 04/12/2018

    Is product discovery now the biggest pain point for mobile buys?

    With information on previous purchases, AI can make recommendations for similar products. However, the algorithms get much more complex when consumers are searching for new products or products in different categories. The AI tool may need to ask questions to provide better direction. That decision tree would become incredibly complex very quickly. Complex decision making and small screens create a formidable challenge when searching for new products.
  • Posted on: 04/11/2018

    What makes a successful retail CEO?

    Well said.
  • Posted on: 04/11/2018

    Walmart slows push to add third-party sellers to its online marketplace

    Acquiring digital companies that need to be integrated into Walmart’s e-commerce logistics and adding third-party sellers that have to be monitored because they will impact Walmart’s image, and keeping true to Walmart’s image, is a challenging balancing act. The integration process is not automatic and takes time. Moderating the pace of acquisition is not surprising. Added to all of this, Walmart must answer another question: does Walmart choose brands for its consumers or does Walmart choose third-party companies and offer their products?
  • Posted on: 04/10/2018

    Barnes & Noble’s crowdsourcing app engages readers and earns solid reviews

    Some people may want to read what everyone else likes or what is trending. In that case the crowdsourcing app will appeal to them. Some people would prefer to have personalized recommendations regardless of what is trending so would not find the crowdsourcing app to be the most useful approach.
  • Posted on: 04/10/2018

    Retailers must unite to bring dying downtowns back to life

    Landlords, city councils and retailers have to be committed to a vibrant retail sector downtown to make it work. Without a vibrant retail sector, why do people want to live downtown? Without people living downtown retail outlets may not have enough constant traffic for retailers to be viable outside working hours. City councils need to understand the necessary balance between business, living spaces, entertainment and retail. Collaboration and vision are necessary for success.
  • Posted on: 04/09/2018

    Where will the ‘new generation of female explorers’ take The North Face’s business?

    While I strongly approve of the concept, the fact that this is a topic to be discussed is surprising. Of course a company’s ads should be such that the target market consumers can identify themselves and see the brand as relevant. I do not think the identification with The North Face is strong enough to be effective in these ads. Female explorers in a variety of fields does not necessarily link with The North Face brands.
  • Posted on: 04/09/2018

    Is Walmart building a tower of power with its expanding in-store pickup network?

    Experimenting with ways to provide convenience to consumers continues. Modifications continue in response to consumers’ usage and comments. If consumers find going to the back of the store inconvenient and complain or stop using the service or if new consumers do not use the service, then Walmart will have to respond. At the same time, other retailers are experimenting with similar concepts so figuring out what consumers want is critical.

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