Jonathan Baker

Dr Jonathan Baker is a Senior Lecturer in Strategy at the Adelaide Business School, part of the Faculty of Arts, Business, Law and Economics at the University of Adelaide. He previously served as Director of the Yunus Centre for Business, Sustainability & Social Impact (2022-2023) and has held academic positions at Auckland University of Technology, University of Auckland, and guest professorship at University of Bayreuth.

His research focuses on

• Interdisciplinary intersections of markets, strategy, and social impact
• Market-shaping strategies
• Sustainability and circularity transitions
• UN Sustainable Development Goals (9, 11, 12)
• Systemic business model perspectives

Dr Baker's work appears in top journals including Industrial Marketing Management, Journal of Business Research, and Marketing Theory. He serves on the Editorial Review Board of Industrial Marketing Management (ABDC A*).

Scientific Awards

• Excellence Early Career Researcher Award (ANZAM-European Management Journal, 2023)
• Emerging Career Researcher Award (Adelaide Business School, 2023)

As a principal supervisor, he welcomes PhD/MPhil candidates interested in market shaping, sustainability transitions, or social entrepreneurship. His methodology emphasizes qualitative research and ecosystem-level analysis.