Research Interests
Business and Management Business Ethics Corporate social responsibility Industrial marketing Not-for-profit business and management Not-for-profit marketing Performing arts Service marketing Strategy Marketing management (incl. strategy and customer relations) Strategy, management and organisational behaviourDr Jonathan Baker
Senior Lecturer
School of Management
College of Business and Law
Eligible to supervise Masters and PhD - email supervisor to discuss availability.
Dr Jonathan Baker is a Senior Lecturer in Strategy in the management discipline at the Adelaide Business School. He currently serves as Co-Chair of the international MASHIN (Market Shaping & Innovation) Special Interest Group. He was the Director of the Yunus Centre for Business, Sustainability & Social Impact from 2022-2023 at the Adelaide Business School.
In 2023, he received the Excellence Early Career Researcher Award from ANZAM-European Management Journal, and the Emerging Career Researcher Award from the Adelaide Business School. Prior to coming to Adelaide in February 2022, Jonathan worked at both Auckland University of Technology and University of Auckland in New Zealand, and as a Guest Professor at the University of Bayreuth in Germany.
Jonathan is primarily a qualitative researcher, and his research is interdisciplinary at the intersection of markets, strategy, and social impact. He has been published in highly ranked journals such as Industrial Marketing Management, Journal of Business Research, Journal of Service Management, Journal of Service Research, and Marketing Theory. Jonathan serves on the Editorial Review Board of Industrial Marketing Management. His current research projects fall within the three UN Sustainable Development Goals of:
- SDG 9: Industry, Innovation and Infrastructure
- SDG 11: Sustainable Cities and Communities
- SDG 12: Responsible Consumption and Production
Current research topics include:
- Markets, the shaping of markets and market-shaping strategies;
- How (moral) markets might be shaped to deliver improved social and environmental outcomes;
- Factors working for or against moral market emergence or transitions to sustainability or circularity;
- Systemic perspectives of business models;
- Social impact and social entrepreneurship within (innovation) ecosystems.
I am happy to hear from prospective supervisions who are interested in one or more of these topics. However, please note that I receive a lot of requests for supervision and if a proposed topic does not align with my research interests I do not reply. Nevertheless, I wish all well in their research endeavours.
| Date | Position | Institution name |
|---|---|---|
| 2022 - ongoing | Senior Lecturer in Strategy | University of Adelaide |
| 2021 - 2022 | Senior Lecturer in Strategy | Auckland University of Technology |
| 2021 - 2022 | Deputy Head of Department | Auckland University of Technology |
| 2019 - 2020 | Lecturer in Strategy | Auckland University of Technology |
| 2017 - 2020 | Visiting Professor | University of Bayreuth |
| 2015 - 2019 | Lecturer in Management | Auckland University of Technology |
| 2004 - 2013 | Professional Teaching Fellow | University of Auckland |
| 1993 - 2013 | Principal Tuba | Auckland Philharmonia Orchestra |
| Date | Type | Title | Institution Name | Country | Amount |
|---|---|---|---|---|---|
| 2023 | Award | Best Reviewer Award - Sustainability & Social Issues Track | ANZAM Conference 2023 | Australia | - |
| 2023 | Award | Australia New Zealand Academy of Management | ANZAM | Australia | $2,500 |
| 2023 | Award | Emerging Researcher of the Year Award | University of Adelaide Business School | Australia | - |
| 2020 | Teaching Award | Faculty Excellence in Teaching Award | Auckland University of Technology | New Zealand | - |
| 2019 | Achievement | Dean's List - Dean of Graduate Studies list for excellence achieved in PhD | University of Auckland | New Zealand | - |
| 2018 | Award | Doctoral Publication Award | University of Auckland | New Zealand | - |
| 2018 | Scholarship | Freemasons Post-Graduate Scholarship | University of Auckland | New Zealand | - |
| 2016 | Scholarship | Doctoral Scholarship | University of Auckland | New Zealand | - |
| Date | Institution name | Country | Title |
|---|---|---|---|
| 2019 | University of Auckland | New Zealand | PhD |
| 2015 | Auckland University of Technology | New Zealand | MBA |
| 1991 | Victoria University of Wellington | New Zealand | Bachelor of Music (Hons) |
| Date | Title | Institution name | Country |
|---|---|---|---|
| 2016 | Certificate in Tertiary Teaching | Auckland University of Technology | - |
| Year | Citation |
|---|---|
| 2025 | Kullak, F. S., Fehrer, J. A., Baker, J. J., Woratschek, H., & Sam-Cobbah, J. (2025). Deepening Insights Into Social Entrepreneurship by Leveraging Service- Dominant Logic (Feb, 10.1080/19420676.2024.2316801, 2024). JOURNAL OF SOCIAL ENTREPRENEURSHIP, 16(2), 1 page. |
| 2025 | Baker, J. J., & Nenonen, S. (2025). Shaping Markets, Shifting Burdens: Collective Opportunism and Asymmetrical Market-Shaping. Journal of Macromarketing, 22 pages. |
| 2024 | Baker, J. J., & Weerakoon, C. (2024). Deepening Insights Into Social Entrepreneurship by Leveraging Service-Dominant Logic. Journal of Social Entrepreneurship, 16(2), 1-32. Scopus3 WoS3 |
| 2024 | Fehrer, J. A., Kemper, J. A., & Baker, J. J. (2024). Shaping Circular Service Ecosystems. Journal of Service Research, 27(1), 49-68. Scopus57 WoS46 |
| 2022 | Yallop, A. C., Baker, J. J., & Wardle, J. (2022). Market Research and Insight: Past, Present and Future. International Journal of Market Research, 64(2), 163-168. Scopus4 WoS3 |
| 2022 | Baker, J., Fehrer, J. A., & Brodie, R. J. (2022). Navigating the emergence of brand meaning in service ecosystems. Journal of Service Management, 33(3), 465-484. Scopus17 WoS13 |
| 2022 | Fehrer, J. A., Baker, J. J., & Carroll, C. E. (2022). The role of public relations in shaping service ecosystems for social change. Journal of Service Management, 33(4/5), 614-633. Scopus13 WoS7 |
| 2022 | Kullak, F. S., Fehrer, J. A., Baker, J. J., Woratschek, H., & Sam-Cobbah, J. (2022). Shaping market systems for social change in emerging economies. Industrial Marketing Management, 100, 19-35. Scopus25 WoS18 |
| 2021 | Kullak, F. S., Baker, J. J., & Woratschek, H. (2021). Enhancing value creation in social purpose organizations: Business models that leverage networks. Journal of Business Research, 125, 630-642. Scopus33 WoS33 |
| 2021 | Baker, J. J., Kearney, T., Laud, G., & Holmlund, M. (2021). Engaging users in the sharing economy: individual and collective psychological ownership as antecedents to actor engagement. Journal of Service Management, 32(4), 483-506. Scopus40 WoS42 |
| 2020 | Baker, J. J., & Nenonen, S. (2020). Collaborating to shape markets: Emergent collective market work. Industrial Marketing Management, 85, 240-253. Scopus93 WoS78 |
| 2020 | 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 & Industrial Marketing, 35(9), 1389-1401. Scopus22 WoS13 |
| 2020 | Hawa, J., Baker, J., & Plewa, C. (2020). Composing markets: A framework of intentionality in market-shaping. Journal of Business Research, 121, 47-57. Scopus32 WoS27 |
| 2019 | Baker, J. J., Storbacka, K., & Brodie, R. J. (2019). Markets changing, changing markets: Institutional work as market shaping. Marketing Theory, 19(3), 301-328. Scopus117 WoS96 |
| Year | Citation |
|---|---|
| 2022 | Baker, J., Little, V. J., & Brodie, R. J. (2022). Toward Socially Responsible Business: A Typology of Value Postures in Nested Service Ecosystems. In B. Edvardsson, & B. Tronvoll (Eds.), The Palgrave Handbook of Service Management (pp. 371-391). Cham, Switzerland: Palgrave Macmillan. DOI Scopus3 |
| 2020 | Baker, J., Fehrer, J. A., & Brodie, R. J. (2020). Service-dominant logic and market innovation. In E. Bridges, & K. Fowler (Eds.), The Routledge Handbook of Service Research Insights and Ideas (pp. 24-45). Milton Park, Abingdon-on-Thames, Oxfordshire, England, UK: Routledge. DOI Scopus2 |
| 2020 | Fehrer, J., Baker, J., & Brodie, R. J. (2020). Engagement platforms in social entrepreneurial ecosystems. In S. Roth, C. Horbel, & B. Popp (Eds.), Perspektiven des Dienstleistungsmanagements: Aus Sicht von Forschung und Praxis (pp. 153-172). Springer. DOI |
| Year | Citation |
|---|---|
| 2025 | Baker, J., & Nenonen, S. (2025). From Prototypes to Purpose: The Dynamic Emergence of the ‘Protein’ Umbrella Category. In 2025 AOM Annual Meeting Proceedings. Copenhagen. DOI |
| 2025 | Sansome, K., Willmott, T., Baker, J., & Conduit, J. (2025). Understanding Barriers to Sustainability Transitions: A Service Ecosystem Perspective. In https://academyofmarketing.org/am2025-conference/. Cork, Ireland. |
| 2025 | Baker, J. (2025). MORAL MARKET FAILURE: A MULTI-LEVEL PERSPECTIVE. In M. F. Renzi, R. G. Mugion, L. Di Pietro, & V. Ungaro (Eds.), 19th International Research Symposium on Service Excellence in Management (QUIS 19) (pp. 43-46). Rome, Italy. |
| 2025 | Baker, J., & Nenonen, S. (2025). Shaping sustainable markets: The dynamics of prototypical and goal-based evaluations. In The 9th Naples Forum on Service: Care for actors, communities, and ecosystems. Sorrento, Italy. |
| 2024 | Sansome, K., Baker, J., Conduit, J., & Willmott, T. (2024). Multi-level framework for overcoming barriers to sustainability transitions. In Proceedings of the SCP Boutique Conference 2024. Auckland. |
| 2024 | Sansome, K., Willmott, T., Baker, J., & Conduit, J. (2024). Understanding barriers to sustainability transitions: Multi-level framework. In ANZMAC 2024 Proceedings. Hobart. |
| 2024 | Sansome, K., Willmott, T., Baker, J., & Conduit, J. (2024). A sector-wide investigation into food waste in hospitals and aged care. In Proceedings of the 41st National IHHC Conference. Perth. |
| 2024 | Willmott, T. J., Sansome, K., Baker, J., & Conduit, J. (2024). Workshop: Co-designing sustainability initiatives in hospitals and aged care. In Proceedings of the 41st National IHHC Conference. Perth, Australia. |
| 2024 | Baker, J. (2024). A Multi-Level, Multi-Actor Exploration of Moral Market Failure. In ANZAM 2024: Celebrating management research, its impact & future (pp. 1209). University of Wollongong. |
| 2023 | Baker, J., Nenonen, S., & Fehrer, J. (2023). Shaping ‘for’ and ‘against’: Contesting the plant-based alt-proteins market. In C. Mele, & F. Polese (Eds.), Proceedings of the 8th Naples Forum on Service: A service lens on business and society (pp. 150). Ravello, Italy. |
| 2023 | Baker, J. (2023). Incumbent responses to moral market emergence. In CHANGING MANAGEMENT VALUES AND PRACTICES FOR A SUSTAINABLE FUTURE, 36TH ANZAM CONFERENCE (pp. 1126). Wellington, New Zealand. |
| 2022 | Baker, J., & Nenonen, S. (2022). Creating plastic markets: An ethical view of market shaping. In Proceedings of the 47th Annual Macromarketing Conference: The New Normal (pp. 549). Auckland, New Zealand; Madrid, Spain; Phoenix, Arizona. |
| 2022 | Bishop, D., Fehrer, J., Deed, R., Baker, J., & Brodie, R. (2022). Collaborating To Compete: Shaping Markets In Small Open Economies. In P. Harrigan, & G. Brush (Eds.), ANZMAC Conference 2022: Reconnect & Reimagine (pp. 318). University of Western Australia. |
| 2022 | Baker, J., Kemper, J., & Fehrer, J. (2022). Understanding Activists’ Shaping Strategies In The Plant-based Proteins Market. In P. Harrigan, & G. Brush (Eds.), ANZMAC 2022: Reconnect & Reimagine (pp. 603-605). University of Western Australia. |
| 2021 | Baker, J., & Nenonen, S. (2021). Shaping unsustainable markets: The dark side of market-shaping. In https://www.anzmac2021.com/conference. University of Melbourne. |
| 2021 | Baker, J., Kearney, T., Laud, G., & Holmlund, M. (2021). Driving engagement in platform business users: The interdependence of psychological ownership and actor engagement. In https://www.fox.temple.edu/wp-content/uploads/2021/07/Service-2021-Confernce-Program.online-2-converted.pdf. Temple University Fox School of Business, PA. |
| 2021 | Kullak, F., Fehrer, J., Baker, J., Woratschek, H., & Sam-Cobbah, J. (2021). Collective action within and beyond social entrepreneurial networks: A market-shaping perspective. In http://proceedings.emac-online.org/pdfs/A2021-94587.pdf. Madrid. |
| 2021 | Baker, J., Little, V., & Brodie, R. J. (2021). Ethical value creation for equity and social justice: Aligning value postures in service systems. In Proceedings of the 46th Annual Macromarketing Conference: Macromarketing Putting the Local into Global (pp. 334-340). Auckland, Cardiff, Denver. |
| 2020 | Kearney, T., Baker, J., Laud, G., & Holmlund, M. (2020). A typology of users' psychological ownership and engagement in the sharing economy. In 11th SERVSIG 2020 Conference - High tech and high touch: The future of human service (pp. 41-43). Brisbane Australia. |
| 2020 | Kullak, F., Baker, J., & Woratschek, H. (2020). Leveraging the resources of others: Social purpose organizations as engagement platforms. In Proceedings of the European Marketing Academy. Budapest, Hungary. |
| 2020 | Kullak, F., Baker, J., & Woratschek, H. (2020). Leveraging the resources of others: Social purpose organizations as engagement platforms. In Proceedings of the 11th Regional EMAC Conference: Challenging the status quo in marketing research. Zagreb, Croatia. |
| 2019 | Baker, J., Nenonen, S., & Brodie, R. (2019). The role of collective action when rapidly shaping markets. In The 16th International Research Symposium on Advancing Service Research and Practice (pp. 529-532). Karlstad, Sweden. |
| 2019 | Baker, J., Brodie, R., & Nenonen, S. (2019). Rapid market shaping through competitor collaboration. In The 10 years Naples Forum on Service: Service-dominant logic, network & systems theory and service science (pp. 17). Ischia, Italy. |
| 2019 | Kullak, F., Baker, J., & Woratschek, H. (2019). Social enterprise business models that leverage networks. In 2019 ANZMAC Conference Proceedings (pp. 1142-1145). Wellington, New Zealand. |
| 2019 | Baker, J., Brodie, R., & Smith, S. (2019). Market shaping through service innovation: Institutional work from a service-dominant logic perspective. In Service Dominant Logic, Network and Systems Theory and Service Science: Integrating three Perspectives for a New Service Agenda (pp. 9). Sorrento, Italy. |
| 2018 | Baker, J., Nenonen, S., & Brodie, R. (2018). Competitor collaboration for rapid market shaping. In ANZMAC 2018 Conference proceedings (pp. 496-499). Adelaide, Australia. |
| 2017 | Baker, J., Brodie, R. J., & Smith, S. D. (2017). Market creation through service innovation: The critical role of institutions. In https://web.fe.up.pt/~quis15/. University of Porto, Portugal. |
| 2017 | Baker, J., & Brodie, R. (2017). Changing markets: Market shaping practices. In ANZMAC 2017 Marketing for Impact Proceedings (pp. 622-625). Melbourne, Australia. |
| 2016 | Baker, J., Smith, S., & Brodie, R. (2016). Innovation, orientation, driving and shaping: A comparative text analysis of strategic marketing corpora. In Marketing in a Post-Disciplinary Era: ANZMAC 2016 (pp. 630-636). Christchurch, New Zealand. |
| Year | Citation |
|---|---|
| 2025 | Baker, J., Lipnickas, G., & Makkar, M. (2025). 'Infrastructuring' illicit markets: The case of fake fashion. Poster session presented at the meeting of 8th Interdisciplinary Market Studies Workshop. Stockholm, Sweden. |
| Year | Citation |
|---|---|
| 2015 | Baker, J. (2015). Akina Foundation: Improved performance of Launchpad support teams. |
| Year | Citation |
|---|---|
| 2019 | Baker, J. (2019). Institutional factors in the innovation of market ecosystems: A service-dominant logic perspective. (PhD Thesis, University of Auckland). |
| Year | Citation |
|---|---|
| 2025 | Baker, J. (2025). How the plastics industry shifted responsibility for recycling onto you, the consumer. DOI |
| 2025 | Baker, J. (2025). How we got conned into recycling by big plastic. Sydney Morning Herald. |
| 2022 | Bell, J. (2022). The science of making performing arts viable. Newsroom. |
| 2021 | The Big Idea. (2021). Is ‘Great Resignation’ Coming for Aotearoa’s Creative Sector?. |
| 2021 | Barclay, P. (2021). The rise of e-commerce and conscious consumerism. Australian Broadcasting Corporation. |
| 2021 | Baker, J. (2021). The show must go on, but it’s time to re-think how we fund the arts in NZ. The Conversation. |
| 2020 | Pinsent Masons. (2020). Brain Food for General Counsel: What Covid-19 can teach businesses about cooperation. |
| 2020 | Baker, J. (2020). The market is not our master — only state-led business cooperation will drive real economic recovery. The Conversation. |
| 2020 | Baker, J. (2020). By sacking staff and closing stores, big businesses like The Warehouse could hurt their own long-term interests. The Conversation. |
- End Food Waste Australia CRC, as Co-Investigator with Professor Jodie Conduit, Dr Kate Sansome, Dr Taylor Willmott, Prof Ingo Karpen: $250,000 for exploring food waste in the hospital and aged care sectors.
- University of Adelaide, Faculty of ABLE, Competitive Research Funding, 2023
- University of Adelaide, Faculty of ABLE, Competitive Research Funding, 2022
- Auckland University of Technology, Faculty of Business Economics & Law, Competitive Research Funding 2021
- Auckland University of Technology, Faculty of Business Economics & Law, Competitive Research Funding 2020
Jonathan has taught a variety of topics at both undergraduate and post-graduate levels including strategic management, marketing management, social impact and not-for-profit management, business responsibility, etc. At the University of Adelaide, Jonathan has taught exclusively on the MBA programme:
2023 & 2024: COMMGMT 7027 Strategic Management (MBA Emerging Leaders)
2023-ongoing: MANAGEMT 7044 Strategic Management (Executive MBA)
2022: MANAGEMT 7044 Strategic Management and MANAGEMT 7104 Marketing Management.
While working at Auckland University of Technology, Jonathan was a recipient of Faculty Teaching Awards on two occasions (2016 and 2020). He also worked as a Visiting Professor at the University of Bayreuth from 2016-2020, teaching advanced strategy and social impact courses, and engaging in research collaborations with the Department of Services Management.
| Date | Role | Research Topic | Program | Degree Type | Student Load | Student Name |
|---|---|---|---|---|---|---|
| 2024 | Principal Supervisor | Charting a positive future for the performing arts: Shaping flourishing market systems | Doctor of Philosophy | Doctorate | Full Time | Mr Thomas Marian Sulda |
| 2024 | Principal Supervisor | Practice makes perfect: Exploring music scenes through organisational and consumer perspectives, understanding modes of interaction and outcomes | Doctor of Philosophy | Doctorate | Full Time | Mr Slade Dean Richardson |
| 2024 | Principal Supervisor | Practice makes perfect: Exploring music scenes through organisational and consumer perspectives, understanding modes of interaction and outcomes | Doctor of Philosophy | Doctorate | Full Time | Mr Slade Dean Richardson |
| 2024 | Principal Supervisor | Charting a positive future for the performing arts: Shaping flourishing market systems | Doctor of Philosophy | Doctorate | Full Time | Mr Thomas Marian Sulda |
| 2023 | Principal Supervisor | Market Shaping for Future Crop Technologies | Doctor of Philosophy | Doctorate | Full Time | Miss Ava Nicole Wilkinson |
| 2023 | Principal Supervisor | The Role of Moral Foundations and Moral Framing in Shaping Social Entrepreneurial Intentions: A Mixed-Methods Exploration | Doctor of Philosophy | Doctorate | Full Time | Mr Riyadh Ali M Banafa |
| 2023 | Principal Supervisor | Market Shaping for Future Crop Technologies | Doctor of Philosophy | Doctorate | Full Time | Miss Ava Nicole Wilkinson |
| 2023 | Principal Supervisor | The Role of Moral Foundations and Moral Framing in Shaping Social Entrepreneurial Intentions: A Mixed-Methods Exploration | Doctor of Philosophy | Doctorate | Full Time | Mr Riyadh Ali M Banafa |
| Date | Role | Research Topic | Location | Program | Supervision Type | Student Load | Student Name |
|---|---|---|---|---|---|---|---|
| 2021 - 2021 | Principal Supervisor | Market shaping across national borders: A theory synthesis | Auckland University of Technology | Bachelor of Business (with Honours) | Honours | - | Ava Wilkinson |
| 2021 - 2022 | Principal Supervisor | An institutional perspective of strategy implementation in the telecommunications sector | Auckland University of Technology | Master of Business | Master | - | Graeme Hand |
| 2020 - 2020 | Principal Supervisor | Global Supply Chains in a Post-Pandemic World: An Illustrative Case Study | Auckland University of Technology | Bachelor of Business (with Honours) | Honours | - | Shaurya Shrishrimal |
| 2019 - 2020 | Principal Supervisor | Seeking Shared Understanding: A Review and Lexical Analysis of the Digital Entrepreneurship Literature | Auckland University of Technology | Master of Business | Master | - | Dylan Valensky |
| Date | Topic | Location | Name |
|---|---|---|---|
| 2023 - 2023 | PhD proposal mentoring | Naples Forum on Service, Ravello, Italy | Kristin Svard (Karlstad University, Sweden) and Martin Hanssen (Inland Norway University of Applied Sciences) |
| Date | Role | Board name | Institution name | Country |
|---|---|---|---|---|
| 2014 - 2022 | Board Member | Dance Aotearoa New Zealand | DANZ | New Zealand |
| 2008 - 2014 | Board Member | Auckland Philharmonia Orchestra Trust Board | Auckland Philharmonia Orchestra | New Zealand |
| Date | Role | Committee | Institution | Country |
|---|---|---|---|---|
| 2024 - 2023 | Co-Chair | ANZAM 2024, Leadership, strategy & governance track | ANZAM | Australia |
| 2024 - 2024 | Co-Chair | Market Shaping & Innovation Paper Development Workshop | University of Auckland | New Zealand |
| 2024 - 2024 | Co-Chair | Forum on Markets & Marketing 2024 Conference | University of Adelaide | Australia |
| Date | Role | Editorial Board Name | Institution | Country |
|---|---|---|---|---|
| 2022 - ongoing | Board Member | Industrial Marketing Management | Copenhagen Business School | Denmark |
| Date | Event Name | Event Type | Institution | Country |
|---|---|---|---|---|
| 2022 - 2022 | Macromarketing 2022 “The New Normal” | Conference | IE Business School, Spain; University of Arizona, USA; Auckland University of Technology, NZ | - |
| Date | Title | Type | Institution | Country |
|---|---|---|---|---|
| 2022 - 2022 | Examination of Masters thesis | Thesis Review | University of Auckland | New Zealand |
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