Adelaide Business School
Faculty of Arts, Business, Law and Economics
Eligible to supervise Masters and PhD - email supervisor to discuss availability.
- My Research
- Grants and Funding
- Professional Activities
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.
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. He is primarily a qualitative researcher, although often from an abductive, pragmatic perspective. His research is interdisciplinary at the intersection of market systems, strategy, and social impact. He has been published in A and A* 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 (ABDC A*). 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
- Systemic perspectives of business models
- Social impact and social entrepreneurship within (innovation) ecosystems
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
Awards and Achievements
Date Type Title Institution Name Country Amount 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 2023 Fehrer, J. A., Kemper, J. A., & Baker, J. J. (2023). Shaping Circular Service Ecosystems. Journal of Service Research, 20 pages.
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.
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.
DOI Scopus3 WoS3
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.
DOI Scopus5 WoS2
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.
DOI Scopus7 WoS5
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.
DOI Scopus19 WoS18
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.
DOI Scopus12 WoS13
2020 Baker, J. J., & Nenonen, S. (2020). Collaborating to shape markets: Emergent collective market work. Industrial Marketing Management, 85, 240-253.
DOI Scopus53 WoS45
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.
DOI Scopus13 WoS10
2020 Hawa, J., Baker, J., & Plewa, C. (2020). Composing markets: A framework of intentionality in market-shaping. Journal of Business Research, 121, 47-57.
DOI Scopus16 WoS11
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.
DOI Scopus73 WoS60
Year Citation 2022 Baker, J. J., Little, V. J., & Brodie, R. J. (2022). Toward Socially Responsible Business: A Typology of Value Postures in Nested Service Ecosystems. In The Palgrave Handbook of Service Management (pp. 371-391). Springer International Publishing.
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. 22 pages). Milton Park, Abingdon-on-Thames, Oxfordshire, England, UK: Routledge.
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.
Year Citation 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. 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.
Report for External Bodies
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 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.
- 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: COMMGMT 7027 Strategic Management and MANAGEMT 7044 Strategic Management
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.
Current Higher Degree by Research Supervision (University of Adelaide)
Date Role Research Topic Program Degree Type Student Load Student Name 2023 Principal Supervisor Market Shaping for Future Crop Technologies Doctor of Philosophy Doctorate Full Time Miss Ava Nicole Wilkinson
Other Supervision Activities
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 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 -
Review, Assessment, Editorial and Advice
Date Title Type Institution Country 2022 - 2022 Examination of Masters thesis Thesis Review University of Auckland New Zealand
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