Jonathan Baker

Dr Jonathan Baker

Senior Lecturer

Adelaide Business School

Faculty of Arts, Business, Law and Economics

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. 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. He 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 ManagementJournal 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
  • 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

  • Journals

    Year Citation
    2024 Baker, J. J., & Weerakoon, C. (2024). Deepening Insights Into Social Entrepreneurship by Leveraging Service-Dominant Logic. Journal of Social Entrepreneurship, 32 pages.
    2024 Fehrer, J. A., Kemper, J. A., & Baker, J. J. (2024). Shaping Circular Service Ecosystems. Journal of Service Research, 27(1), 49-68.
    DOI Scopus9 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 Scopus5 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 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 Scopus9 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 Scopus26 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 Scopus15 WoS14
    2020 Baker, J. J., & Nenonen, S. (2020). Collaborating to shape markets: Emergent collective market work. Industrial Marketing Management, 85, 240-253.
    DOI Scopus58 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 Scopus15 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 Scopus19 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 Scopus80 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 Scopus1
    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 Scopus1
    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.
  • Conference Papers

    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.
    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 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 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 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 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.
  • 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 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
    2023 Principal Supervisor Social Entrepreneurship in Saudi Arabia: A Saudi Youth Perspective 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)
  • Position: Senior Lecturer
  • Phone: 83139234
  • Email:
  • Campus: North Terrace
  • Building: 10 Pulteney Street - Nexus 10 Tower, floor Tenth Floor
  • Org Unit: Management

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