Dr. oec. HSG Albena Björck

Work at ZHAW

Position

• Senior Lecturer and Researcher
• Dr. Albena Björck is a Senior Lecturer and Researcher. She is the leading lecturer in the flagship program, MSc International Business (Financial Times Top 50). Her research focus lies in the context of corporate purpose and global purpose-driven organizations and the domains of strategic management, change, foresight and longevity. Albena’s interest lies also in interdisciplinary research and teaching. She is affiliated with Stanford University Center for Design Research and holds a PhD from the University of St. Gallen (Switzerland) in Strategic Management. In recent years, she is developing strategic corporate-academia collaborations with leading multinational companies such as Johnson & Johnson, Logitech, Clariant, ASMPT, Deloitte etc. for education and research projects.
• Albena has teaching experience in all university levels - bachelor, master, executive (MBA, MAS BA, CAS) as well as corporate custom education. She has supervised more than 130 theses. 2020 she, as a member of the MSc International Business faculty, was awarded the Best Teaching Award of the ZHAW School of Management and Law.
• Björck has a wide professional and academic network. 2021 she was elected as member of the management team, and from 2024 as a Chair of SIG “Strategic Management” at the European Academy of Management and manages her own track “Purpose-driven Strategies”. Since 2022 is she Expert of the Swiss Innovation Agency – InnoSuisse. She is Board Member of the initiatives Go Circular in Life Sciences. Since 2023 is she founding and board member-at-large of the International Crisis and Risk Communication Association, based in the US.
• Prior to Academia, Dr. Björck spent around twenty years in international business practice. Half of the period she has spent in Senior Leadership in the Swiss financial industry. She has a track record of establishing and managing successful organizational functions in a dynamic and demanding environment. Furthermore, she has unique experience and direct management involvement in fast-paced corporate branding, transformational and crisis management, and communications. In the last ten years, Dr. Björck is a consultant and executive coach for more then 500 start-ups, established organizations and governmental agencies.
• Head of Corporate Education (2015-2018) : Development and project management of corporate universities and other customized executive programs. Full responsibility for the acquisition, set-up, and delivery of two custom corporate programs targeting C-level and high potentials for a leading multinational steel manufacturer (Budget ca. 500K). Coaching and advisory in international skills development and organizational learning. Didactic design of organizational topics, leadership and transformational skills and simulation games.

Teaching

• MSc International Business
• Master of Business Administration
• MAS Business Administration

Professional development teaching

• MBA Executive Leadership Modules
• Master of Business Administration (MBA)
• MAS Business Administration
• CAS Managing Circular Economy

Experience

• Management consulting, independent advisory, and sounding board to executive management and board of directors, focusing on: strategic communication, branding, change and crisis management and communications, marketing management. Industries of current focus: education, financial industry, healthcare, telecommunication, retailtech.
  diverse
  2013 - today
• Lecturer and Executive Coach: Strategic Change, Employee Engagement and Crisis Communication
  MAZ, Lucerne University of Applied Sciences and Arts
  2013 - 2013
• National and International Media Relations for President of the Swiss Private Bankers Association & Chair of the Board of the NZZ Media Group.
  diverse
  2008 - 2013
• Leiterin Kommunikation und Medienbeauftragte während der gerichtlichen Auseinandersetzung und des Vergleichs mit den US-Behörden - Leiterin Corporate Communications (inkl. Gründung, Verkauf an Raiffeisen Schweiz und Positionierung der Notenstein Privatbank) - Leiterin Marketing & Corporate Identity & Quality Management
  Wegelin & Co. Private Bankers
  2000 - 2013
• Research Associate and associated PhD-candidate
  University of St. Gallen, Institute for Marketing & Retail Management,
  2000 - 2006

Education and Continuing education

Education

• Design Thinking & Creativity for Business / Design Thinking, Innovation processes
  INSEAD
  2020 - 2020
• CAS Higher and Professional Education / Didactics
  ZHAW School of Management and Law
  2015 - 2016
• Dr. oec. HSG (Strategic Management) / Strategic Management
  University of St. Gallen (HSG
  09 / 2000 - 09 / 2006
• Studies of Business Administration, Strategic and Marketing Management. / Strategic and Marketing Management (BWL)
  University of St. Gallen (HSG)
  09 / 1999 - 09 / 2000
• MSc International Relations - Studies of Economy and Diplomacy. / International Relations
  University of National and World Economy, Sofia/Bulgaria:
  09 / 1993 - 09 / 1997

Network

Membership of networks

• International Crisis and Risk Communication Association
• InnoSuisse Experts
• Go Circular in Life Science
• Women for the Board

ORCID digital identifier

ORCID ID: 0000-0001-8408-3808

Awards

• Best Paper Award Strategic Management General Track
  SIG Strategic Management European Academy of Management
  06 / 2024
• Best Paper SIG Strategic Management General Track
  European Academy of Management
  06 / 2022
• 3rd place for Best Conference Paper
  International Crisis and Risk Communication Conference
  03 / 2021
• Best Teaching Award MSc International Business (FT Ranked)
  ZHAW School of Management and Law
  10 / 2020
• 2nd Place for Best Conference Paper
  International Crisis and Risk Communication Conference
  03 / 2020

Social media

www.linkedin.com/in/dr-oec-hsg-albena-bjorck

Media presence

• "Business Searching for Meaning - only a marketing trick?" (2024), big interview in Schaffhauser Nachrichten
• "Every Crisis is an Opportunity for Renewal and Resilience" (2023), interview in NOVACura Magazine
• The Role of Purpose-driven Organizations: Why do we need a circular economy now?" (2023), interview in Schaffhauser Wirtschaft
• "With courage and open mind towards the modern world of work", interview with Die Wirtschaftsfrau
• "This was the year 2022: Crisis communication is a top management task" (2022), interview Perönlich Magazine
• "Corona Pandemic - Accelerator for Innovation'" (2021), Clinicum - The Swiss Life Sciences and Health Care Magazine
• Business Development between Theory and Practice (2020), KMU Magazin
• "Corporate Education : betriebsinterne Weiterbildung nach Mass" (2017), KMU Magazin
• "Strategic Crisis Communication is a professional Crisis Communication" (2017), Magazine Management & Quality

Projects

• Diagnosing and mitigating behavioural cyber risks / Project leader / laufend
• International Business Innovation / Project leader / abgeschlossen

Publications

• Barthelmess, Petra; Björck, Albena; Gysin, Emanuel; Dela Cruz, Jeremy,

  2021.

  Preparing agile transformation : a framework for assessment of the organizational culture readiness.

  Journal of Applied Business and Economics.

  23(6), pp. 232-246.

  Available from: https://doi.org/10.33423/jabe.v23i6.4689

• Kendzia, Michael Jan; Björck, Albena,

  2018.

  The digital revolution and the organization of work : contemporary management techniques.

  Advances in Applied Sociology.

  8(3), pp. 212-232.

  Available from: https://doi.org/10.4236/aasoci.2018.83013

• Björck, Albena,

  2016.

  Crisis typologies revisited : an interdisciplinary approach.

  Central European Business Review.

  5(3), pp. 25-37.

  Available from: https://doi.org/10.18267/j.cebr.156

• Björck, Albena; Guhl, Selina,

  2023.

  Strategic internal communication and generational change: opportunities and challenges for segmentation and customisation by generation : a study of Swiss communication managers

  .

  In:

  Rodríguez-Salcedo, Natalia; Moreno, Ángeles; Einwiller, Sabine; Recalde, Mónica, eds.,

  (Re)discovering the Human Element in Public Relations and Communication Management in Unpredictable Times.

  Bingley:

  Emerald.

  pp. 99-121.

  Advances in Public Relations and Communication Management ; 6.

  Available from: https://doi.org/10.1108/S2398-391420230000006007

• Björck, Albena; Bläse, Richard; Schoch, David,

  2023.

  A process perspective on purpose : a systematic literature review on purpose-driven transformation [paper].

  In:

  83rd Annual Meeting of the Academy of Management, Boston, USA, 4-8 August 2023.

  Academy of Management.

• Björck, Albena; Sievers, Henrik; Ainamo, Antti; Hacklin, Fredrik; Salo, Jari,

  2022.

  Winning over the market orientation trap : a dynamic process model of market orientation evolution [paper].

  In:

  Academy of Management Proceedings.

  82nd Annual Meeting of the Academy of Management, Seattle, USA, 5-9 August 2022.

  Academy of Management.

  Available from: https://doi.org/10.5465/AMBPP.2022.15608abstract

• Gadgil, Maya; Guhl, Selina; Björck, Albena,

  2021.

  A conceptual study customer-centric luxury ecosystems : an innovative strategic approach for luxury customer experience management [paper].

  In:

  Proceedings of the Global Fashion Management Conference 2021.

  Global Fashion Management Conference, Seoul, Korea, 5-7 November 2021.

  Global Alliance of Marketing & Management Associations.

  pp. 231-235.

  Available from: https://doi.org/10.15444/GFMC2021.04.02.01

• Duma, Fabio; Björck, Albena,

  2021.

  Establishing brand legitimacy in the subculture of watchgeeks : case study of a newly launched Swiss niche luxury brand [paper].

  In:

  Monaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Future.

  4th Edition of the Monaco Symposium on Luxury 2021.

  MONACO SYMPOSIUM ON LUXURY.

  pp. 13.

• Björck, Albena; Carvajal-Ramirez, Michelle,

  2020.

  Does brand origin matter? : an analysis of low-involvement developing market brands internationalizing into a developed market [paper].

  In:

  2020 Global Marketing Conference at Seoul Proceedings.

  Global Marketing Conference 2020, Seoul (Virtual Conference), 5-8 November 2020.

  pp. 174-177.

  Available from: https://doi.org/10.15444/GMC2020.02.05.02

• Barthelmess, Petra; Björck, Albena; Gysin, Emanuel; Dela Cruz, Jeremy,

  2020.

  Organizational culture readiness for agile [paper].

  In:

  20th EURAM Annual Conference, Dublin, Ireland, 4-6 December 2020.

• Björck, Albena; Barthelmess, Petra,

  2020.

  The role of organizational culture for creating understanding and trust through internal crisis communication [paper].

  In:

  Proceedings of the International Crisis and Risk Communication Conference.

  International Crisis and Risk Communication Conference, Orlando, USA, 9-11 March 2020.

  Nicholson School of Communication and Media.

  pp. 17-20.

  Available from: https://doi.org/10.30658/icrcc.2020.4

• Björck, Albena; Barthelmess, Petra,

  2019.

  Internal crisis communication and corporate culture : forging the links [paper].

  In:

  ERAZ 2019 Conference Proceedings.

  5th International Conference – ERAZ 2019 - Knowledge Based Sustainable Development, Budapest, Hungary, 23 May 2019.

  Association of Economists and Managers of the Balkans.

  pp. 215-222.

  Available from: https://doi.org/10.31410/ERAZ.2019.215

• Björck, Albena,

  2018.

  Interdisciplinary understanding of a crisis : towards an international crisis classification matrix [paper].

  In:

  4th International Scientific Conference ERAZ 2018 Conference Proceedings.

  ERAZ 2018, Sofia, Bulgaria, 7 June 2018.

  Association of Economists and Managers of the Balkans.

  pp. 323-329.

  Available from: https://doi.org/10.31410/eraz.2018.323

• Casián, Carlos; Pugnetti, Carlo; Björck, Albena,

  2022.

  Cyberrisiken aktiv managen.

  Swiss IT Magazine.

  2022(5), pp. 44-46.

• Björck, Albena; Diers-Lawson, Audra; Dücrey, Felix,

  2022.

  Evolution and effectiveness of the governmental risk and crisis communication on Twitter in the COVID-19 pandemic : the case of Switzerland [paper].

  In:

  Proceedings of the International Crisis and Risk Communication Conference.

  12th International Crisis and Risk Communication Conference (ICRCC), Orlando, USA, 7-9 March 2022.

  Nicholson School of Communication and Media.

  pp. 27-30.

  Available from: https://doi.org/10.30658/icrcc.2022.06

• Björck, Albena; Sievers, Henrik; Ainamo, Antti; Hacklin, Fredrik; Salo, Jari,

  2022.

  Winning over the market orientation trap : an evolutionary perspective on the deliberate iteration between market driving and market-driven orientations [paper].

  In:

  22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022.

• Björck, Albena; Colleli, Daniele,

  2020.

  Business Development zwischen Theorie und Praxis.

  KMU Magazin.

  2020(11/12), pp. 2-5.

• Björck, Albena; Vervoort Isler, Petronella,

  2017.

  Aus- und Weiterbildung I : corporate education : betriebsinterne Weiterbildung nach Mass.

  KMU Magazin.

  2017(10), pp. 10-13.

• Björck, Albena,

  2017.

  Interne Krisenkommunikation : Herausforderungen, Ziele und Lösungsansätze.

  KMU Magazin.

  2017(5), pp. 88-91.

  Available from: https://www.kmu-magazin.ch/wissen/forschung-entwicklung/herausforderungen-ziele-und-loesungsansaetze

• Björck, Albena,

  2017.

  Strategische Krisenkommunikation : professionelle Krisenkommunikation.

  Management und Qualität.

  46(5), pp. 20-21.

  Available from: https://www.saq.ch/mq/

• Björck, Albena,

  2017.

  Wenn die Kommunikation eine Krise auslöst.

  KMU Magazin.

  2017(6/7), pp. 94-96.

• Gulati, Ranjay; Volberda, Henk W.; Lleo, Alvaro; Pregmark, Johanna E.; Björck, Albena; Fredberg, Tobias; Hacklin, Fredrik,

  2023.

  Purpose-driven innovation and transformation : trajectories, mechanisms, and the human impact.

  In:

  83rd Annual Meeting of the Academy of Management, Boston, USA, 4-8 August 2023.

• Björck, Albena; Pugnetti, Carlo; Casian, Carlos,

  2022.

  I have a responsibility to do something : internal risk communication to target employee vulnerability and mitigate behavioral cyber risks.

  In:

  European Public Relations Education and Research Association (EUPRERA) Annual Congress, Vienna, Austria, 21-24 September 2022.

• Björck, Albena,

  2022.

  Purpose-driven or purpose-washing : the multiple facets of purpose and its strategic implications.

  In:

  22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022.

• Björck, Albena; Guhl, Selina; Sticher, Robin,

  2021.

  Strategic internal communication and generational change : chances and challenges for the segmentation and customization according to generations.

  In:

  EUPRERA 2021 Annual Congress, Pamplona, Spain, 7-9 October 2021.

• Björck, Albena; Scholze, Frederike,

  2021.

  The dynamic of organizational crisis : impact of a crisis development and changing crisis communication on consumer reaction.

  In:

  International Crisis and Risk Communication Conference (ICRCC), Orlando, USA, 8-10 March 2021.

• Nichols, Keisha; Farley, Michael; Björck, Albena,

  2020.

  Innovation through partnership.

  In:

  2020 AIEA Annual Conference, Washington DC, USA, 16-19 February 2020.

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