Business Academic, Professor, & Author.
Consumer Insights | Marketing Strategy | Market Shaping | Disinformation Research
Research Themes
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Market shaping is a business strategy in which firms transform their business landscape rather than only reacting to it. My research focuses on understanding how firms, consumers, and activists collaborate to change how markets work.
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My research explores how to identify and interpret the trends in contemporary consumption. I study how consumers are not just passive shoppers, but also active co-creators. Furthermore, my research studies the ongoing transformation of the ‘market research industry’ into the ‘insights industry’
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My work uses a cultural and rhetorical approach to understand the dissemination of disinformation in social media and echo chambers
I study consumer culture and marketing strategy to help brands discover business opportunities and shape markets.
Carlos Diaz Ruiz, Ph.D. (Economics and Business Administration) is a business academic specializing in marketing strategy, market-shaping, and consumer culture. Currently, he is an Assistant Professor (Tenure-Track) of Marketing and Consumer Insights at Hanken School of Economics in Finland.
Dr. Diaz Ruiz has published research in leading peer-reviewed scientific journals, including the Journal of Business Research, Journal of Marketing & Public Policy, Marketing Theory, European Journal of Marketing, and Industrial Marketing Management.
Prior to entering academia, Dr. Diaz Ruiz was an insights consultant to major companies in Latin America. His professional experience in marketing and consultancy is international having worked and lived in Mexico, Finland, France, and New Zealand.