Carlos A. Diaz Ruiz

Carlos A. Diaz Ruiz
Hanken School of Economics · Department of Marketing

Doctor of Philosophy

About

24
Publications
12,122
Reads
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276
Citations
Citations since 2017
13 Research Items
238 Citations
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Introduction
Business researcher specialized in marketing, market shaping and consumer culture. He currently serves as Senior Lecturer at The University of Auckland.
Additional affiliations
January 2018 - December 2020
University of Auckland
Position
  • Senior Lecturer
August 2015 - January 2018
Kedge Business School, Bordeaux
Position
  • Professor (Assistant)
August 2014 - August 2015
Aalto University
Position
  • PostDoc Position
Education
September 2010 - August 2014
Hanken School of Economics
Field of study
  • Marketing
August 2005 - May 2007
University of Jyväskylä
Field of study
  • Intercultural Communication
August 1997 - May 2002
Instituto Tecnológico de Estudios Superiores de Monterrey (ITESM)
Field of study
  • Marketing

Publications

Publications (24)
Article
|| Purpose-This paper aims to investigate the dynamics of ephemerality within consumer tribes by conceptualizing how tribes constitute, disperse and reconstitute. Building upon assemblage thinking, a philosophical approach that redistributes agency from the subject to a web of interconnected human-material actants, this paper shows that tribes mani...
Article
This article extends the S-T-P framework of market segmentation (i.e. segmentation, targeting, and positioning), showing that firms have more sources of segments than previously acknowledged, including the option of integrating feral segments that emerge publicly in the marketplace. While the S-T-P framework currently focuses on ad hoc segmentation...
Article
The market-shaping literature recognizes that consumers are actors who can shape markets. However, research into the mechanisms of consumption-driven market-shaping is only emerging. This paper shows that one way in which consumers shape markets is through boundary work, as consumers make, break, and re-make the boundaries among multiple markets. E...
Article
Full-text available
This article investigates how disinformation circulates on social media as adversarial narratives embedded in identity-driven controversies. Empirically, the article reports on the flat Earth echo chamber on YouTube, a controversial group arguing that the earth is a plane, not a sphere. By analyzing how they weave their arguments, this study demons...
Article
While market research has been the cornerstone of the intelligence ecosystem, the emergence of ‘insights’ vendors is re-shaping the market. Adjacent practices, ranging from competitive intelligence, social listening and data science, could relegate market research to legacy status in firms. This investigation explores how expert market researchers...
Article
Purpose-This paper aims to conceptualize corporate reference management as a strategic signaling activity in business networks. While research has extensively outlined how firms develop and maintain social capital through business-to-business (B2B) relationships, less is known about how they signal their participation in business networks to develo...
Article
Purpose This paper aims to conceptualize corporate reference management as a strategic signaling activity in business networks. While research has extensively outlined how firms develop and maintain social capital through business-to-business (B2B) relationships, less is known about how they signal their participation in business networks to develo...
Article
Purpose-This paper aims to investigate two seminal market-scanning frameworks-the five-forces analysis and PESTEL environmental scanning tool-to assess their readiness for anticipating market-shaping acts. Design-Drawing on the market-shaping literature that conceptualizes markets as complex adaptive systems, this conceptual paper interrogates th...
Article
Understanding how consumers experience luxury represents a challenge; despite the rapid growth of luxury experiences over the past decade, luxury research remains focused on a product-logic. In responding to calls for more research into luxury experiences, we draw from a three year ethnographic study in theorizing “moments of luxury,” which we defi...
Article
Purpose: Recent research demonstrates how firms strive to shape their business environment and level the playing field in their favor. To explain this phenomenon, business scholars use competing notions: markets, business networks, and service ecosystems. We identify and address a potential problem, in that these notions overlap to a considerable e...
Conference Paper
This is a conference paper that resulted in the following publication: Diaz Ruiz, C. A., & Kjellberg, H. (2020). Feral segmentation: How cultural intermediaries perform market segmentation in the wild. Marketing Theory. https://doi.org/10.1177/1470593120920330
Conference Paper
This paper explains how engaging in an affordable practice enables consumers to experience moments of luxury. Recent consumer research on how consumers perceive luxury focuses on how luxury can become more accessible to ordinary consumers. This focus, however, remains largely product-oriented, leading to calls for more research into luxury practice...
Thesis
Full-text available
From street activists to corporate managers, a rising debate is questioning whether markets can be reimagined to meet environmental, social and corporate goals. However, one problem to advance the debate is that markets are often evoked but not investigated; in other words, pundits rely on representations of what a market is and how it works often...
Article
Full-text available
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 mark...
Article
Markets have been argued to be of central concern in marketing theory; nevertheless, the representations that depict what a market is, and how it works, remain understudied. To remedy the gap, this paper takes a qualitative in-depth approach to observe the representational objects that market research practitioners privilege when describing a marke...
Conference Paper
Full-text available
This study tests whether market representations influence marketing strategy. Through experimental design, service-oriented vs. product-oriented marketing strategies were compared according to the treatment of two types of market representations. Market representations that integrate the capabilities of an organization with the market (i.e. perform...
Conference Paper
Full-text available
The nature of value for consumers has been of central interest in consumer research. However, understudied is the conceptualization of value at a market level. One reason is the disassociation of value perceptions and experiences from socially constructed repeated patterns of practices. Combining semiotic analysis and practice theory, the authors u...
Conference Paper
Full-text available
This paper is an extended abstract prepared for the Conference of the Academy of Marketing. The final manuscript was published in Marketing Theory. Diaz Ruiz, CA (2013) Assembling market representations. Marketing Theory. http://dx.doi.org/10.1177/1470593113487744
Article
The unclear understanding of markets creates a gap that deters the construction of a Theory of Markets. The aim here is to disambiguate, for the marketing reader, the use of the market concept. To further this aim, a literature review surveys three approaches anchored not only in marketing but also in the sociology of markets. From the sociology of...

Questions

Question (1)
Question
I am working on a qualitative investigation analyzing accounts for how people classify anomalous behavior. We are using "K is mentally ill" a classic study from Smith (1978), but we cannot really find modern examples, preferably in business and marketing that use this approach as a method of analysis. Do you know of any example? Thanks a lot

Network

Cited By

Projects

Projects (5)
Project
This is an overview of my research projects in the field of luxury, including luxury services and digital luxury (both topics with Jochen Wirtz and Martin Fritze), moments of luxury and luxury escapism (with Carlos Diaz Ruiz and Lisa Peñaloza), value creation in luxury (with Luca Visconti, Christian Grönroos, Blandine Guais, and Aurélie Kessous) as well as unconvential luxury (with Thyra Thomsen, Sylvia von Wallpach, Andrea Hemetzberger and Russel Belk).
Archived project