Dr Carlos Diaz Ruiz

Ph.D. business marketing | M.A. Intercultural communication | B.B.A marketing


Dr. Diaz Ruiz is currently a Lecturer at The University of Auckland (New Zealand). Previously, Dr. Diaz Ruiz was appointed an assistant professor of marketing at Kedge Business School (France) and postdoctoral research fellow at Aalto University (Finland). His academic qualifications include Doctorate in Business Marketing from Hanken School of Economics (Finland), Master’s degree in Intercultural Communication from the University of Jyväskylä (Finland), and Bachelor of Business Administration at Tecnológico de Monterrey (Mexico).

In addition to his academic expertise in business marketing, Dr. Diaz Ruiz served as marketing manager for Mexico´s flagship airline, and as a consultant in market research for agencies in Mexico City, Los Angeles, and Helsinki.

Research | Current

Dr. Diaz Ruiz is a business researcher specialized in market emergence, business model innovation, and consumer culture. His research mobilizes in-depth qualitative research methods, like ethnography, in the thriving consumer tribes and the vibrant start-ups to understand the trends that shape the future of society.

Teaching | Current

  • Graduate School of Management. Postgraduate Diploma in Business -  BUSADMIN 762: Marketing
  • Graduate School of Management. Master of Marketing - BUSMGT 752: Understanding Consumers

Areas of expertise

marketing, business marketing, business model innovation, consumer culture theory, market studies

Selected publications and creative works (Research Outputs)

  • Holmqvist, J., Ruiz, C. D., & Penaloza, L. (2020). Moments of luxury: Hedonic escapism as a luxury experience. JOURNAL OF BUSINESS RESEARCH, 116, 503-513. 10.1016/j.jbusres.2019.10.015
    URL: http://hdl.handle.net/2292/48963
  • Diaz Ruiz, C. A., Baker, J. J., Mason, K., & Tierney, K. (2020). Market-scanning and market-shaping: Why are firms blindsided by market-shaping acts?. Journal of Business and Industrial Marketing10.1108/JBIM-03-2019-0130
    URL: http://hdl.handle.net/2292/51867
  • Diaz Ruiz, C. A., & Kjellberg, H. (2020). Feral segmentation: How cultural intermediaries perform market segmentation in the wild. Marketing Theory, online first10.1177/1470593120920330
    URL: http://hdl.handle.net/2292/51309
  • Diaz Ruiz, C. A., Peñaloza L, & Holmqvist, J. (2020). Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes. European Journal of Marketing10.1108/EJM-08-2018-0565
    URL: http://hdl.handle.net/2292/50306
  • Diaz Ruiz, C. A., & Makkar, M. (2019). Bifurcations: Conceptualising adjacent markets through boundary objects. In J. E. Richard, D. Kadirov (Eds.) ANZMAC 2019, WInds of Change: Conference Proceedings, 412-412. Wellington, NZ. Related URL.
    URL: http://hdl.handle.net/2292/49763
  • Diaz Ruiz, C. A. (2019). How do cultural intermediaries perform market segmentation? The case of the lumbersexuals. Paper presented at Consumer Culture Theory Conference 2019, Montreal, Quebec, Canada. 17 July - 19 December 2019. Related URL.
  • Diaz Ruiz, C. A. (2019). ‘The earth is flat, believe me:’ the anatomy of consumption myths and alternative facts.. Paper presented at Consumer Culture Theory Conference 2019, Montreal, Quebec, Canada. 17 July - 19 July 2019. Related URL.
  • Diaz Ruiz, C., & Dessart, L. (2018). The business models of tribal marketing. In J. Conduit, C. Plewa, D. Wilkie (Eds.) Connect. Engage. Transform. ANZMAC 2018 Conference Proceedings, 505-508. Adelaide, Australia: University of Adelaide. Related URL.
    URL: http://hdl.handle.net/2292/45270

Contact details

Primary office location

Level 3, Room 307
New Zealand

Web links