Dr Jonathan Baker

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Email: jonathan.baker@aut.ac.nz

ORCID: ORCID logo https://orcid.org/0000-0003-2657-1998

Links to relevant web pages:

Academic appointments:

  • Lecturer in International Business, Strategy & Entrepreneurship, Auckland University of Technology (2019 - ongoing)
  • Lecturer in Management, Auckland University of Technology, Auckland (2015 - 2019)
  • Professional Teaching Fellow, University of Auckland (2004 - 2013)


  • PhD, University of Auckland
  • MBA (Distinction), AUT
  • Certificate in Tertiary Teaching, AUT
  • Post-graduate Certificate of Proficiency in Research Methods (Qualitative), AUT
  • BMus (Hons), Victoria University of Wellington

Research interests:

Dr Jonathan Baker is primarily a qualitative researcher, although often from an abductive, pragmatic perspective. Accordingly, he adopts a methodologically pluralist approach to his research. His research interests are inter-disciplinary at the intersection of marketing, strategy, entrepreneurship, and innovation studies. These research interests include:
- markets as systems, market-shaping, and market-shaping strategies
- 'institutional work' and 'market work'
- value co-creation and service ecosystems
- business models and business model innovation
- the sharing economy

Jonathan's research is published exclusively in high-ranked journals, including Industrial Marketing Management (ABDC, A* ranking), Journal of Business Research (ABDC, A), Journal of Business & Industrial Marketing (ABDC, A), and Marketing Theory (ABDC, A).

Jonathan is particularly keen to supervise post-graduate students who wish to take a contemporary perspective on strategy, e.g., through business model innovation, digital servitization, market-shaping, effectual or emergent approaches to strategy, etc.

Current research projects include:
- Multi-market-shaping / corporate-level market-shaping (with academics from the University of Auckland and University of Montana)
- The 'dark side' of market shaping (collaboration with academics from the University of Auckland and RMIT)
- Market-shaping within a social entrepreneurial ecosystem in Ghana (collaboration with the University of Bayreuth, Germany, and University of Auckland)
- Psychological ownership in the sharing economy (collaboration with the University Liverpool, UK; Hanken School of Economics, Finland, University of Tasmania, Australia)
- Intentionality in market-shaping (with the University of Adelaide)

Teaching summary:

MGMT806 Strategic Management (2020 - ongoing)
INTB707 Strategy Dynamics (2019 - ongoing)
BUSS702 Applied Project supervisions (2020 - ongoing)
INTB605 Business Strategy (2019)
MGMT704 Management for social impact (Mar 2019 - June 2019)
MGMT704 Management in the not-for-profit sector (2016 - 2018)
MGMT861 Managing Organisations and People (2016-2017)
BUSS501 Business in Context (2015 - 2018)
Jonathan has also previously taught leadership and services marketing.

Professional activities:

Award, prize, fellowship, and scholarship

  • Dean of Graduate Studies list for excellence achieved in PhD, University of Auckland (2019)
  • Doctoral Publication Award, University of Auckland (2018)
  • University of Auckland Post-Graduate Freemasons Scholarship, Freemasons New Zealand (2018)
  • Doctoral Scholarship, University of Auckland (2016 - 2019)

Editorship, reviewing, examining, and judging

  • Ad-hoc reviewer, Journal of Business Research (2019 - ongoing)
  • Reviewer - Services marketing track, ANZMAC (2018 - ongoing)
  • Ad-hoc reviewer, Marketing Theory (2017)
  • Reviewer, ANZMAC (2016 - 2017)

Outreach and engagement

  • https://theconversation.com/the-market-is-not-our-master-only-state-led-business-cooperation-will-drive-real-economic-recovery-141532 (2020)
  • https://theconversation.com/by-sacking-staff-and-closing-stores-big-businesses-like-the-warehouse-could-hurt-their-own-long-term-interests-140420 (2020)

Research outputs:

Journal articles

  • 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, 13 pages. doi:10.1108/jbim-03-2019-0130

  • Kullak, F. S., Baker, J. J., & Woratschek, H. (2020). Enhancing value creation in social purpose organizations: Business models that leverage networks. Journal of Business Research. doi:10.1016/j.jbusres.2020.01.069

  • Baker, J. J., & Nenonen, S. (2020). Collaborating to shape markets: Emergent collective market work. Industrial Marketing Management, 85, 240-253. doi:10.1016/j.indmarman.2019.11.011

  • 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:10.1177/1470593118809799

Book chapters

  • Fehrer, J., Baker, J. J., & Brodie, R. (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. 154-172). Wiesbaden, Germany: Springer. doi:10.1007/978-3-658-28672-9_9

  • Baker, J. J., Fehrer, J. A., & Brodie, R. J. (2020). Service-dominant logic and market innovation. In E. Bridges, & K. Fowler (Eds.), Routledge handbook of service research insights and ideas (pp. 24-45). New York, NY: Routledge. Retrieved from https://ezproxy.aut.ac.nz/

Conference contributions

  • Kullak, F., Baker, J., & Woratschek, H. (2019). Social enterprise business models that leverage networks. In J. E. Richard, & D. Kadirov (Eds.), 2019 ANZMAC Conference Proceedings (pp. 1142-1145). Wellington. Retrieved from https://confer.nz/

  • Baker, J., Brodie, R., & Nenonen, S. (2019). Rapid market shaping through competitor collaboration. In E. Gummesson, C. Mele, & F. Polese (Eds.), The 10 years Naples Forum on Service: Service-dominant logic, network & systems theory and service science (pp. 17). Ischia.

  • Baker, J., Nenonen, S., & Brodie, R. (2019). The role of collective action when rapidly shaping markets. In B. Edvardsson, A. Gustafsson, M. J. Bitner, & R. Verma (Eds.), QUIS 16: Advancing service research and practice (pp. 529-532). Karlstad.

  • Baker, J., Storbacka, K., & Brodie, R. (2018). Markets changing, changing markets: Institutional work as market shaping. In 6th Forum on Markets and Marketing (FMM). Tucson.

  • Baker, J., Nenonen, S., & Brodie, R. (2018). Competitor collaboration for rapid market shaping. In J. Conduit, C. Plewa, & D. Wilkie (Eds.), Connect. Engage. Transform. ANZMAC 2018 Conference proceedings (pp. 496-499). Adelaide. Retrieved from https://anzmac2018.com/wp-content/uploads/2018/11/ANZMAC2018-Proceedings.pdf

  • Baker, J. J., Brodie, R. J., & Smith, S. D. (2017). Market creation through service innovation: The critical role of institutions. In QUIS 15. Porto. Retrieved from https://web.fe.up.pt/~quis15/

  • Baker, J. J., & Brodie, R. J. (2017). Changing markets: Market shaping practices. In ANZMAC 2017 Marketing for Impact - Proceedings (pp. 622-625). Melbourne. Retrieved from https://anzmac.wildapricot.org/

  • Baker, J. J., Brodie, R. J., & Smith, S. D. (2017). 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, Naples. Retrieved from http://www.naplesforumonservice.it/public/index.php?node=202&nm=5th+Naples+Forum

  • Baker, J. J., Smith, S. D., & Brodie, R. J. (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. Retrieved from http://www.anzmac.org/



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