Dr Jonathan Baker

• Appointments

  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
  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	-

• Education

  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)

• Certifications

  Date	Title	Institution name	Country
  2016	Certificate in Tertiary Teaching	Auckland University of Technology	-

• 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 behaviour

• Journals

  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. DOI
  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. DOI Scopus2
  2024	Fehrer, J. A., Kemper, J. A., & Baker, J. J. (2024). Shaping Circular Service Ecosystems. Journal of Service Research, 27(1), 49-68. DOI Scopus39 WoS4
  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. DOI Scopus3
  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 Scopus14 WoS2
  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 Scopus10 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 Scopus21 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 Scopus30 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 Scopus31 WoS14
  2020	Baker, J. J., & Nenonen, S. (2020). Collaborating to shape markets: Emergent collective market work. Industrial Marketing Management, 85, 240-253. DOI Scopus85 WoS47
  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 Scopus22 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 Scopus29 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 Scopus109 WoS61

• Book Chapters

  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 Scopus2
  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. 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

• Conference Papers

  Year	Citation
  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.

• Report for External Bodies

  Year	Citation
  2015	Baker, J. (2015). Akina Foundation: Improved performance of Launchpad support teams.

• Theses

  Year	Citation
  2019	Baker, J. (2019). Institutional factors in the innovation of market ecosystems: A service-dominant logic perspective. (PhD Thesis, University of Auckland).

• Internet Publications

  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.

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. 

• Current Higher Degree by Research Supervision (University of Adelaide)

  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	Co-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
  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

• 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

• Mentoring

  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)

• Board Memberships

  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

• Committee Memberships

  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

• Editorial Boards

  Date	Role	Editorial Board Name	Institution	Country
  2022 - ongoing	Board Member	Industrial Marketing Management	Copenhagen Business School	Denmark

• Event Participation

  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

• Position: Senior Lecturer
• Phone: 83139234
• Email: j.baker@adelaide.edu.au
• Campus: North Terrace
• Building: 10 Pulteney Street - Nexus 10 Tower, floor Tenth Floor
• Org Unit: Management