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Carlos Diaz Ruiz

Assistant Professor, Hanken School of Economics

My name is Carlos Diaz Ruiz, Ph.D. and I am a business academic specializing in marketing strategy, market-shaping, and consumer culture. I work as a Tenure-Track Assistant Professor of Marketing and Consumer Insights at Hanken School of Economics in Finland. Prior to entering academia full time, I worked as an insights consultant to major companies in Latin America. Further, I was a marketing manager and consultant in Mexico, Finland, France, and New Zealand.

My research has been published in leading peer-reviewed scientific journals such as Marketing Theory, European Journal of Marketing, Journal of Business Research, and Industrial Marketing Management. The topics that I study include consumer culture, market-shaping, and disinformation research. I build upon my experience as a market researcher and marketing manager to investigate how firms construct consumer insights in ways that shape marketing strategy. My research focuses on the following three streams: (1) insights “as practice.” A stream in which I investigate how firms represent consumers in ways that textbooks fail to prescribe. (2) market-shaping. An empirical phenomenon in which an actor, usually a firm, fundamentally transforms its business landscape to its advantage. (3) Disinformation. I study the social and cultural dynamics of echo chambers in social media.


  • –present
    Assistant Professor, Hanken School of Economics
  • 2018–2021
    Associate lecturer, University of Auckland
  • 2015–2018
    Assistant Professor, Kedge Business School


  • 2015 
    Hanken School of Economics, PhD Business Administration