Dr. Carlos DIAZ RUIZ

Professor in Marketing & Consumer studies

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Actionable market research: an infographic

This is an infographic based on my forthcoming publication in Industrial Marketing Management. The purpose is to understand how market researchers mae useful recommendations for their clients.


Infograh - Actionable market research.png


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My addmission to the National System of Researchers in Mexico

I am happy to find my name in the registry of Mexican researchers recognized by the Mexican government. It feels good to be connected to Mexico somehow even though I did my PhD in Finland, and now I am in France. This distinction doesn’t really have plenty of practical benefits for me because I am employed by a French university, but I acknowledge that the program is a good step by the Mexican government for reducing the “brain drain.” However, the requirement of actually being employed by a Mexican university in order to access funds is a bit exaggerated. Hopefully, this system would include more incentives for people like me to initiate research activities with Mexican researchers, and not only being employed by a Mexican university. For example, it would be interesting if conducting a study relevant for the Mexican context would qualify as doing research in Mexico, even though I am formally employed abroad.

The registry is maintained by the Sistema Nacional de Investigadores (National System of Researchers, abbreviated SNI), the governmental agency that evaluates professional research activity both in Mexico and by the Mexicans abroad. The register of the professional researchers in the SNI is an initiative of the Consejo Nacional de Ciencia y Tecnología (the National Council of Science and Technology, abbreviated CONACYT), Mexico’s entity in charge of the promotion of scientific and technological activities.

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10 Things I’m gonna miss about Helsinki

I cannot add any other word. Ksenia made a fantastic story why I like helsinki a lot.

Ksenia Kosheleva / Ксения Кошелева

all photos by @ksenia_kosheleva all photos by @ksenia_kosheleva

The shorter the parting – the less tears, they say. So, straight to the point: time has come to say bye-bye to Helsinki. At least for a while. And here are 10 reasons why I love this city and am gonna miss it:

  1. Serenity. Stillness. Silence. However you call it, but it is unique. Helsinki is meant for practicing mindfulness. And it makes me wonder: why people here even consider paying for yoga classes? The city itself is like a never-ending savasana. Occasionally you might wish for more action, hustle and bustle… but then just close your eyes, inhale deeply, and let all the lingering thoughts fade away. For free.

all photos by @ksenia_kosheleva all photos by @ksenia_kosheleva

  1. The blessing of a half an hour (tops!) commute. I can get anywhere I want in 15-20 minutes given that my Electra has enough air in the tires. Yes, I…

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Teaching in b-school

One of the most important drivers when I decided to move from industry to academia was that I could be able to teach; I really like teaching. However, I realized that teaching in a business school has its own challenges, for example, emphasizing more the “business” than the “school.” I am conscious that while theory is important, the goal of students in business schools is the business application. Now, the question is how to contextualize business theories in such a way that the managerial implications can be grasped easily?

My learning is that rather than presenting myself as an expert who simply delivers information to students, I advocate students learning by doing. There are torrents of new fads and theories in business, and business students need to learn “how to learn by themselves” without falling into the fads. I found that one important tool is to encourage business students to play an active role in determining what and how they need to solve business problems.

I am fortunate to teach qualitative courses where interpretative skills are crucial. These courses can be quite abstract but I found that they can be enhanced by relying on guided discussions. I understand that for many students talking in public is challenging and I learned from my experience in industry that communicating complex ideas to top management is tricky. Presentations to C-level officers require creativity, credibility, confidence and above all brevity. I try to help my students through presentations and workshops the importance of being concise, confident and clear.

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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.