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Carlos Diaz Ruiz

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.

I watched hundreds of flat-Earth videos to learn how conspiracy theories spread – and what it could mean for fighting disinformation

Jun 29, 2022 14:17 pm UTC| Insights & Views

Around the world, and against all scientific evidence, a segment of the population believes that Earths round shape is either an unproven theory or an elaborate hoax. Polls by YouGov America in 2018 and FDU in 2022 found...

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Economy

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Politics

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Science

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Earth is bombarded with rocks from space – but who gets to keep these ultimate antiques?

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Technology

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