Carlos Diaz Ruiz, PhD

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Free article in Industrial Marketing Management (IMM) until 16 October

The latest publication by Diaz Ruiz and Kowalkowski (2014) in Industrial Marketing Management is free until October 16. The free version of the white paper “Market representations in industrial marketing: Could representations influence strategy?” can only be accessed through THIS LINK


The following is the abstract of the paper:

A central question in industrial marketing is whether the form in which the market of a firm is represented influences the marketing strategy. This question has been studied generally through case study research, and quantitative evidence is limited. In response to this limitation, this paper reports on a quasi-experiment investigating whether market representations have a constructive aspect in business. Empirically, this study compares two types of market representations – ostensive and performative – in order to test for influence exacted in two well-established strategies in industrial marketing – service focus and product differentiation. Results indicate that service focus is selected when market representations rely on agency in firms (i.e., performative), and product strategies are selected when structures are emphasized (i.e., ostensive). This paper contributes to methodology development by expanding the link between a case study approach and quasi-experiments explaining how quasi-experiments can replicate findings in industrial marketing.


Carlos A. Diaz Ruiz, Christian Kowalkowski, (2014) Market representations in industrial marketing: Could representations influence strategy?, Industrial Marketing Management, 43 (6), 1026-1034.

Bruno latour will give an open course online in 2014

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Whatever you will be doing between Jan 20 and March 15 2014, you have to make time for the Open Online Course that Bruno Latour will give on “Scientific Humanities”. Bruno Latour is a brilliant philosopher/scientist/anthropologist who has been studying the boundaries between science, technology and politics. The course is free and it is the best investment you will make to understand the world today and have an informed opinion in about 8 weeks.

You can find more information here

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IMP Doctoral Consortium 2013 – Qualitative research

I am writing this post after listening a great presentation from Abbie Griffin (University of Utah) on how to maintain rigor in qualitative research. It has been great to listen such a prestigious speaker interact with other senior faculty members such as Aino Halinen (University of Turku)  and J-Å Törnroos  (Åbo Akademi University). The discussion allowed me to identify some of the many differences between qualitative researchers from North America, and qualitative researchers from Europe.

The two traditions are so different that there is no wonder why European scholars find difficult to publish in US Journals, but fortunately there are very many journals in the world. The paradigms are very different on their very foundations. For example, North Americans would focus on validity and generalizability while Europeans would use qualitative research to get access to sensitive information which is difficult to find. This difference influences the operationalization of research such as what constitutes a robust sample, and how publishable are single cases.