• Market Systems and Institutional Change
• Consumer Culture and Market Dynamics
• Institutional Theory and Institutional Work
• Market Shaping and Market Coordination
• Social Evaluation, Legitimacy and Categorisation
• Markets, Emotions and Moral Ambivalence
• Care, Health and Other Morally Complex Markets
   

Anna Hartman is a Lecturer in Marketing in the Research School of Management at The Australian National University. Her research examines how market systems shape meaning, identity, participation, and institutional change in complex and contested domains. Drawing on institutional theory, consumer culture theory, market studies, and service research, she investigates how markets are coordinated, contested, and transformed through social evaluations, emotions, and cultural processes.

Her work has developed a programmatic focus on market dynamics, institutional change, and morally complex markets, including health, care, reproduction, cultural consumption, and professional service contexts. Recent research explores consumer-led institutional work, market-based identity regulation, social-symbolic work, market coordination, and the emotional dimensions of market participation. Anna's research has been published in leading international journals including the Journal of Consumer Research, Journal of Service Research, Journal of Business Research, and Public Relations Review. 

Before entering academia, Anna worked for more than fifteen years in marketing and strategic communications in Australia and the United States, working with organisations across the food, wine, hospitality, and cultural sectors. This experience informs both her research and teaching, particularly in the areas of strategic marketing communications, integrated marketing communications, market systems, and stakeholder engagement. She currently convenes postgraduate courses in Strategic Marketing Communications and Integrated Marketing Communications at ANU.