Adelaide Business School
Faculty of Arts, Business, Law and Economics
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Dr Jonathan Baker is a Senior Lecturer in Strategy at the Adelaide Business School in the Department of Management since February 2022. Prior to coming to Adelaide, 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. Accordingly, he adopts a methodologically pluralist approach to his research. His research is interdisciplinary at the intersection of market(ing) 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, and Marketing Theory. Current research projects focus on:
- Markets, the shaping of markets, and market-shaping strategies
- (Un)ethical market-shaping and how markets might be shaped to deliver improved social and environmental outcomes
- Market-shaping within the Global Health sector
- 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 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. 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.
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, 20 pages.
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 Scopus2 WoS1
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 Scopus13 WoS14
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 Scopus3 WoS4
2020 Baker, J. J., & Nenonen, S. (2020). Collaborating to shape markets: Emergent collective market work. Industrial Marketing Management, 85, 240-253.
DOI Scopus29 WoS23
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 Scopus11 WoS7
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 Scopus9 WoS6
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 Scopus52 WoS42
Year Citation 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 Perspektiven des Dienstleistungsmanagements (2020). Springer Fachmedien Wiesbaden.
Year Citation 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 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.
- 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 level including business strategy, social impact management, management in the not-for-profit sector, business responsibility, marketing management, etc. 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 collaborating with the department of Services Management.
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 Honours Ava Wilkinson 2021 - ongoing Principal Supervisor An institutional perspective of strategy implementation in the telecommunications sector Auckland University of Technology Master Graeme Hand 2020 - 2020 Principal Supervisor Global Supply Chains in a Post-Pandemic World: An Illustrative Case Study Auckland University of Technology 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 Dylan Valensky
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
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