Jonathan Baker

profile image




Links to relevant web pages:

Academic appointments:

  • Lecturer, Auckland University of Technology (2019 - ongoing)
  • Lecturer, 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 main research interests are:
- markets
- market-shaping strategies
- value cocreation
- innovation and disruption
- business models and business model innovation
- the sharing economy

Current research projects include:
- Cross-case analysis of market-shaping by non-firm market actors (with collaborators from University of Liverpool, RMIT Melbourne, University of Auckland)
- Market-shaping by social entrepreneurial incubator in Ghana (collaboration with the University of Bayreuth, Germany)
- Psychological ownership in the sharing economy (collaboration with the University Liverpool, UK; Hanken School of Economics, Finland, University of Tasmania, Aus)
- Intentionality in market-shaping (with the University of Adelaide)

Teaching summary:

INTB707 Strategy Dynamics (Jul 2019 - ongoing)
INTB605 Business Strategy (Feb 2019 - ongoing)
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.

Research outputs:

Journal articles

  • 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. (2019). Collaborating to shape markets: Emergent collective market work. Industrial Marketing Management. 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

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

  • 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

  • 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

  • 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

  • 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

  • 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