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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.

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...

Economy

Oil Prices Hold Near Multi-Year Highs Amid Iran Conflict and Hormuz Supply Fears

Oil prices remained elevated during Asian trading on Wednesday as markets processed mixed signals surrounding the ongoing conflict with Iran. Brent crude futures for June climbed 0.5% to $104.47 per barrel, while West...

Asian Stocks Surge on Trump's Iran War Comments and Dip-Buying

Asian equity markets posted strong gains on Wednesday, driven by U.S. President Donald Trumps remarks signaling a potential end to military operations against Iran within two to three weeks. Renewed investor optimism,...

Japan Business Sentiment Rises as Iran War Fuels Inflation Fears, BOJ Rate Hike Looms

Japans corporate confidence strengthened for the fourth consecutive quarter through March 2026, reinforcing expectations that the Bank of Japan (BOJ) may raise interest rates as early as this month. However, mounting...

Japan's Business Confidence Rises Despite Iran War Uncertainty, BOJ Rate Hike Expected

Japans large manufacturers reported improved business sentiment in the three months to March, according to the Bank of Japans closely watched Tankan survey released Wednesday. The headline index for big manufacturers...

South Korea Manufacturing PMI Hits 4-Year High in March 2025 Driven by Semiconductor Demand

South Koreas manufacturing sector delivered a standout performance in March, with factory activity accelerating to its strongest level in over four years. Data from SP Globals Purchasing Managers Index showed a reading of...

Politics

U.S.-Iran War: Rubio Says Finish Line Is Visible as Diplomatic Talks Begin

U.S. Secretary of State Marco Rubio expressed cautious optimism on Tuesday, stating that Washington can see the finish line in its ongoing military conflict with Iran, now entering its fifth week. Speaking on Fox News...

Trump Signs Executive Order Tightening Mail-In Voting Rules Amid Legal Backlash

President Donald Trump signed a sweeping executive order Tuesday aimed at tightening mail-in voting regulations across the United States, setting off immediate legal threats from voting rights advocates and Democratic...

Trump Attends Supreme Court Hearing on Birthright Citizenship Restrictions

President Donald Trump made a rare personal appearance at the U.S. Supreme Court on Wednesday to witness oral arguments in a landmark case centered on his executive order restricting birthright citizenship marking one of...

Rubio Calls for Democratic Transition and Free Elections in Venezuela

U.S. Secretary of State Marco Rubio declared Tuesday that Venezuela must undergo a political transition leading to free and fair elections, while urging both patience and vigilance from Washington. Speaking on Fox News...

U.S. Senator Pushes to Permanently Block Chinese Automakers from American Market

Republican Senator Bernie Moreno announced plans to introduce legislation next month that would permanently and comprehensively ban Chinese automakers from the U.S. automotive market. The proposed bill would expand on an...

Science

NASA's Artemis II Crew Arrives in Florida for Historic Moon Mission

The four astronauts chosen for NASAs Artemis II mission have touched down at Kennedy Space Center in Florida, marking the beginning of final launch preparations for the first crewed lunar journey in over 50 years. NASA...

SpaceX Pivots Toward Moon City as Musk Reframes Long-Term Space Vision

SpaceX CEO Elon Musk has revealed a significant shift in the companys near-term space exploration strategy, announcing that SpaceX is now prioritizing the development of a self-growing city on the Moon rather than focusing...

SpaceX Prioritizes Moon Mission Before Mars as Starship Development Accelerates

Elon Musks SpaceX is shifting its near-term space exploration strategy, choosing to prioritize a return to the Moon before pursuing missions to Mars, according to a recent Wall Street Journal report citing sources familiar...

NASA and SpaceX Target Crew-11 Undocking From ISS Amid Medical Concern

NASA has confirmed that the agency, in coordination with SpaceX, is targeting no earlier than 5 p.m. Eastern Time (2200 GMT) on Wednesday, January 14, for the undocking of the SpaceX Crew-11 mission from the International...

Neuralink Plans High-Volume Brain Implant Production and Fully Automated Surgery by 2026

Elon Musks brain-computer interface company Neuralink is preparing for a major expansion, announcing plans to begin high-volume production of its brain implant devices and transition to a fully automated surgical procedure...

Technology

TSMC Japan's Second Fab to Produce 3nm Chips by 2028

Taiwan Semiconductor Manufacturing Company (TSMC), the worlds leading contract chipmaker, has confirmed plans to begin equipment installation and mass production of 3-nanometre wafers at its second fabrication plant in...

Apple Turns 50: From Garage Startup to AI Crossroads

In early 1976, engineer Steve Wozniak finished designing a computer circuit board he planned to share with fellow hobbyists at a local California tech club. His friend Steve Jobs recognized a commercial opportunity, and...

Rubio Directs U.S. Diplomats to Use X and Military Psyops to Counter Foreign Propaganda

Secretary of State Marco Rubio has instructed American diplomats to leverage social media platform X and collaborate with Pentagon psychological operations units as part of a broader strategy to combat foreign...

Microsoft Eyes $7B Texas Energy Deal to Power AI Data Centers

Microsoft Corporation (NASDAQ: MSFT) is reportedly in exclusive negotiations with Chevron Corp (NYSE: CVX) and investment firm Engine No. 1 to develop a massive energy complex in West Texas dedicated to powering its...

California's AI Executive Order Pushes Responsible Tech Use in State Contracts

California Governor Gavin Newsom signed a landmark executive order Monday, setting new standards for artificial intelligence governance in state contracting. The directive requires companies seeking government contracts to...