Senior Lecturer
Jonathan J. Baker


Universities & Institutions

  • Auckland University of Technology

Areas of Interest

  • Markets as systems
  • Market-shaping strategies,
  • The sharing economy
  • Social entrepreneurial networks and ecosystems
  • Theories of institutional work and market work
  • Business models
  • Business model innovation

Dr Jonathan Baker lectures in the discipline of business strategy at the Auckland University of Technology.

His research interests are inter-disciplinary at the intersection of marketing, strategy, and social impact. He is primarily a qualitative researcher, although often from an abductive, pragmatic perspective. Accordingly, he adopts a methodologically pluralist approach to his research.

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). He has been a regular Guest Professor at University of Bayreuth, Germany, since 2017.

Prior to moving into academia, Jonathan spent 21 years as a professional musician, serving as Principal Tuba in the Auckland Philharmonia Orchestra. He has also served on arts boards as a Trustee for the Auckland Philharmonia Trust, and as a Director and Chairman of the Board of Dance Aotearoa New Zealand.

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 and actor engagement in the sharing economy (collaboration with the University Liverpool, UK; Hanken School of Economics, Finland, University of Tasmania, Australia)
– Shaping the market for plant-based meat alternatives in New Zealand (with University of Auckland and Hanken School of Economics, Finland).

See all work by this Author