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: 06/01/2020

    Is the REI/West Elm collaboration a win-win?

    I see more advantages than disadvantages. At this time when the ability to control your environment while vacationing is more attractive, the collaboration of two retailers sharing similar values to promote making camping enjoyable, comfortable, and safe is very smart.
  • Posted on: 06/01/2020

    Is it safe to bring back food sampling?

    How can sampling be done while all employees and customers are wearing masks? It is too early to encourage people to take off masks and group together.
  • Posted on: 06/01/2020

    Retail ensnared in nationwide protests

    Support of anti-racist sentiments, actions, and protests by retailers is commendable. The spread of protests across the country, and now the world, is impressive. The riots and looting are a very sad and dangerous turn of events. Violence and criminal activity dilutes the message of the protestors against violence. If there were only peaceful protests, retailers would not have to close. Closing stores in response to violence and vandalism is reasonable while it does hurt communities that have few shopping alternatives. Violence on both sides needs to end. It is very sad to see a situation in which social media and non-violent protests that were able to facilitate the arrest and charges against the police officer turned into a conversation and decisions about how to quell violence across cities.
  • Posted on: 05/08/2020

    How should indie retailers prepare to reopen under the now normal?

    Many small retailers are having trouble obtaining the number of masks, gloves, and cleaning supplies needed to reopen so they need to postpone their opening. If they were immersed in the pre-Covid direction of providing experiences for consumers, then they have to determine how to do that effectively with social distancing and constant cleaning. Reopening is a new environment and retailers need to think what the new store will be.
  • Posted on: 05/08/2020

    Gap plans move into non-apparel categories

    Has Gap figured out who its loyal customers are and what they want to purchase? Adding additional items without having a clear answer to this question will not save them.
  • Posted on: 05/08/2020

    Will mall owner’s $5 billion revitalize retailers weakened by COVID-19?

    $250 million in sales is a pretty stiff hurdle for small and medium businesses unless they are part of a chain. So the surviving malls will have anchor stores and a few local versions of large chains. Consumers can order online from all those stores. What’s attractive about the mall?
  • Posted on: 05/07/2020

    Is it time to move beyond ‘now more than ever’ COVID-19 commercials?

    We are not even close to being through this pandemic so abandoning commercials about the pandemic and responses to it would be premature. However, advertising professionals are creative. There is no reason to hear and see the same phrases over and over!
  • Posted on: 05/07/2020

    Nordstrom focuses on seamless shopping as stores reopen

    Well done. Taking the time to improve their digital connectivity will pay off for Nordstrom. Physical distancing does not mean the employees can not offer customer service. I don’t expect a change in the level of customer service offered by Nordstrom. Their plan to slowly open stores with lots of health measures in place is the best that can be done right now. Try a process, test, and modify will be the wave of the future.
  • Posted on: 05/07/2020

    Is curbside pickup just getting started?

    Curbside pickup is much more convenient for the consumer than having to go into the store for pickup, especially if there are a number of bags. For those who like shopping online or are really short on time, curbside pickup is a very desirable option. It is not for everyone because some consumers still want to shop in the store and some will want delivery to their home. However, curbside pickup is even more desirable for those fearing theft of packages left at the door. I say the option of curbside pickup is here to stay.
  • Posted on: 05/06/2020

    Customers ask Wendy’s, ‘Where’s the beef?’

    Out-of-stocks at restaurants are not different from out-of-stocks at grocery stores right now. Not being able to get certain products is part of the new normal. Regulating the amount that can be purchased means that more people have a chance of getting something which is much smarter than allowing consumers to stockpile. Right now out-of-stocks in meat are not surprising with the news of all the meat processing plants being closed or having to process less because of so many sick employees. Once all products are available all the time intolerance for out-of-stocks will increase.
  • Posted on: 05/06/2020

    Will COVID-19 turn us into a society of health nuts?

    On the one hand people have become more health conscious. On the other hand people have consumed more comfort food. Consumers have always had a love-hate relationship with healthy eating as evidenced by the increase in health foods purchased as well as the increase in desserts or sweets. Which trends last depends upon how long this situation lasts and what things are like as everything opens up. The amount of remaining fear and the amount of time available for shopping and food prep will be important determinants of where the trend goes.
  • Posted on: 05/06/2020

    Auction winner will get to pitch products to Walmart’s CEO

    Auctioning off an opportunity to pitch a product is a bad business idea because the winner is determined by whoever has the most money to bid not who has a really good idea. Auctioning off a chance to be a member of the panel listening to pitches for new products would be a better choice. Auctioning off an opportunity to shadow Doug McMillon for a day is a good idea. Each company needs to think about what is unique about its process, its connections, its locations, its people, or events and what is important to its consumers for the auction process.
  • Posted on: 05/05/2020

    Will free listings elevate Google Shopping?

    Searching is one issue and this move by Google may provide better search. However, search is only one aspect of shopping. Price, delivery, reliability, and support are also part of the shopping experience. Google will have to at least match Amazon on all criteria and excel at some of them.
  • Posted on: 05/05/2020

    Kristin’s farm-to-consumer model fills in food supply gaps at a critical time

    This is an outstanding example of why and how small businesses can thrive. Well done! My question is what local market or markets do you serve? How can businesses in other locations do this because not everyone can benefit from your store. Great model!
  • Posted on: 05/05/2020

    Can J.C. Penney make it without Sephora?

    JCP needs to think about this before wasting a lot of money on a legal battle. If JCP needs Sephora to stay profitable then they are going to go out of business. If Sephora is opening their own stores and creating an online business, they do not need JCP. Unless Sephora offers something unique inside JCP there is no collaboration and no future to the deal. It can end now or after spending a lot of money on legal costs.

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