Dr. oec. HSG Albena Björck

Work at ZHAW

Position

• Head Global Business Lab & Purpose Inside Lab Initiative
• Albena Björck is Head of Global Business Lab and Head of Purpose Inside Lab Initiative at ZHAW School of Management and Law. Her research focuses on global purpose-driven organizations and the domains of strategic management, renewal, crisis readiness, and longevity and has been published in leading journals such as Long Range Planning, MIT Sloan Management Review, Journal of Contingencies and Crisis Management etc. Furthermore, she is the leading lecturer in the flagship program, MSc International Business (Financial Times Top 50). She is affiliated with Stanford University Center for Design Research and holds a PhD from the University of St. Gallen (Switzerland) in Strategic Management. Albena is Chair of the Strategic Management Division and Track Chair “Purpose-driven Strategies” at the European Academy of Management. Since 2018, she is developing strategic corporate-academia collaborations with leading multinational companies such as Johnson & Johnson, Logitech, Clariant, ASMPT, Deloitte etc. for research and pedagogical projects. She was awarded the Best Teaching Award of the ZHAW School of Management and Law and multiple Best Paper Awards, for example at the Strategic Management Society and EURAM conferences. For the last 25 years, Björck has managed as a senior leader organizational development, identity transition, and corporate crises, as well as advised and coached over 500 organizations on topics such as strategic positioning, strategic crisis management, and purpose-driven transformation. Björck is Co-Founder and Board member of international corporate and research initiatives such as the Chief Purpose Officer Network and Bella Purpose Research Group. She is Expert of the Swiss Innovation Agency.
• 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

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 Impact Paper Strategy Practice Group
  Strategic Management Society
  09 / 2025
• 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

• Purpose-Inside Lab: Purpose Impact and Performance Measurement Solution / Project leader / ongoing
• Purpose-Driven Innovation / Project leader / ongoing
• Interdisciplinary and human-centered purpose-driven strategies for circular Life Science ecosystems – Strategic research collaboration with Alliance to Zero / Project leader / ongoing
• Purpose-driven Design and Innovation at Logitech: Research and Global Classroom / Project leader / completed
• Purpose-driven Transformation in Multinational Enterprises / Project leader / completed
• Diagnosing and mitigating behavioural cyber risks / Project leader / completed
• International Business Innovation / Project leader / completed

Publications

Articles in scientific journal, peer-reviewed

• Björck, A. et al. (2025) 'Advancing cyber crisis readiness : context, microfoundations and the role of leadership', Journal of Communication Management, 30(3), pp. 322–341. doi: 10.1108/jcom-01-2025-0006.
• Jong, W. and Björck, A. (2025) 'Translating the Cynefin framework for crisis communication : getting ready for the unthinkable', Journal of Communication Management, 30(3), pp. 391–406. doi: 10.1108/jcom-01-2025-0015.
• Steller, N. and Björck, A. (2025) 'Dynamic strategifying : how do chief purpose officers make purpose strategic and strategy purposeful?', Long Range Planning, 58(3), p. 102532. doi: 10.1016/j.lrp.2025.102532.
• Bläse, R. et al. (2024) 'Identifying institutional gaps : implications for an early-stage support framework for impact entrepreneurs', Corporate Social Responsibility and Environmental Management, 32(1), pp. 679–697. doi: 10.1002/csr.2939.
• Björck, A., Bläse, R. and Bastida, P. (2024) 'Becoming crisis‐ready : a systematic literature review on corporate crisis readiness and the process to achieving it', Journal of Contingencies and Crisis Management, 32(3), p. e12614. doi: 10.1111/1468-5973.12614.
• Pugnetti, C. et al. (2024) 'Towards diagnosing and mitigating behavioral cyber risks', Risks, 12(7), p. 116. doi: 10.3390/risks12070116.
• Barthelmess, P. et al. (2021) 'Preparing agile transformation : a framework for assessment of the organizational culture readiness', Journal of Applied Business and Economics, 23(6), pp. 232–246. doi: 10.33423/jabe.v23i6.4689.
• Kendzia, M. J. and Björck, A. (2018) 'The digital revolution and the organization of work : contemporary management techniques', Advances in Applied Sociology, 8(3), pp. 212–232. doi: 10.4236/aasoci.2018.83013.
• Björck, A. (2016) 'Crisis typologies revisited : an interdisciplinary approach', Central European Business Review, 5(3), pp. 25–37. doi: 10.18267/j.cebr.156.

Book chapters, peer-reviewed

• Björck, A. et al. (2026) 'Purpose in Geschäftsmodellen : strategische Prinzipien und zentrale Entscheidungen', in Wollmann, P., Pemler, D., and Ndrevataj, M. (eds) Die nachhaltige Organisation : wie Organisationen die 17 Ziele für nachhaltige Entwicklung der Vereinten Nationen anhand des 3‑P‑Modells umsetzen. Cham: Springer Gabler, pp. 161–189. doi: 10.1007/978-3-032-29607-8_7.
• Björck, A. et al. (2025) 'Purpose in business models : strategic principles and key decisions', in Wollmann, P., Pemler, D., and Ndrevataj, M. (eds) The sustainable organization : how organizations address the 17 UN SDGs using the 3-P-Model. Cham: Springer, pp. 145–170. doi: 10.1007/978-3-031-89549-4_7.
• Björck, A. and Farner, F. (2024) 'The role of culture in risk and crisis communication management : the case of Switzerland and the governmental communication during the COVID-19 pandemic', in Diers-Lawson, A. et al. (eds) Risk and crisis communication in Europe : towards integrating theory and practice in unstable and turbulent times. New York: Routledge, pp. 223–240. doi: 10.4324/9781003375296-16.
• Björck, A. and Gadgil, M. (2024) 'Marrying crisis preparation and strategic planning', in Diers-Lawson, A. et al. (eds) Risk and crisis communication in Europe : towards integrating theory and practice in unstable and turbulent times. New York: Routledge, pp. 28–37. doi: 10.4324/9781003375296-4.
• Björck, A. and Guhl, S. (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, N. et al. (eds) (Re)discovering the Human Element in Public Relations and Communication Management in Unpredictable Times. Bingley: Emerald, pp. 99–121. doi: 10.1108/S2398-391420230000006007.

Written conference contributions, peer-reviewed

• Vogel, B., Björck, A. and Pugnetti, C. (2026) 'Cyber crisis readiness : how collective internalization emerges through interactive communication', in International Crisis and Risk Communication Association Reports. International Crisis and Risk Communication Association. doi: 10.69931/001c.164603.
• Björck, A. et al. (2025) 'Corporate purpose and systemic change : exploring the links and future research agenda', in Academy of Management Annual Meeting, Copenhagen, Denmark, 25-29 July 2025.
• Björck, A. et al. (2025) 'Cyber crisis readiness unpacked : a qualitative exploration of organizational approaches and mindsets', in International Crisis and Risk Communication Association Reports. International Crisis and Risk Communication Association, pp. 39–42. doi: 10.69931/001c.142836.
• Björck, A. et al. (2025) 'Tackling wicked problems in risk and crisis communication through design thinking : insights from the ICRCC conferences 2024 and 2025', in International Crisis and Risk Communication Association Reports. International Crisis and Risk Communication Association, pp. 59–62. doi: 10.69931/001c.142843.
• Björck, A. et al. (2024) 'Relentlessly asking why : purpose-driven change as a strategic practice', in 44th Annual Conference of the Strategic Management Society (SMS), Istanbul, Türkiye, 19-22 October 2024.
• Steller, N. and Björck, A. (2024) 'Extending strategifying by cultural coupling : purposefying led by chief purpose officers', in Academy of Management Proceedings. Academy of Management. doi: 10.5465/AMPROC.2024.13671abstract.
• Tushman, M. L. et al. (2024) 'Purpose-driven strategic renewal, open innovation & generative change : models, governance, practice', in Academy of Management Proceedings. Academy of Management. doi: 10.5465/AMPROC.2024.12103symposium.
• Björck, A., Bläse, R. and Schoch, D. (2023) 'A process perspective on purpose : a systematic literature review on purpose-driven transformation', in 83rd Annual Meeting of the Academy of Management, Boston, USA, 4-8 August 2023.
• Björck, A. et al. (2022) 'Winning over the market orientation trap : a dynamic process model of market orientation evolution', in Academy of Management Proceedings. Academy of Management. doi: 10.5465/AMBPP.2022.15608abstract.
• Duma, F. and Björck, A. (2021) 'Establishing brand legitimacy in the subculture of watchgeeks : case study of a newly launched Swiss niche luxury brand', in Monaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Future. MONACO SYMPOSIUM ON LUXURY, p. 13.
• Gadgil, M., Guhl, S. and Björck, A. (2021) 'A conceptual study customer-centric luxury ecosystems : an innovative strategic approach for luxury customer experience management', in Proceedings of the Global Fashion Management Conference 2021. Global Alliance of Marketing & Management Associations, pp. 231–235. doi: 10.15444/GFMC2021.04.02.01.
• Björck, A. and Carvajal-Ramirez, M. (2020) 'Does brand origin matter? : an analysis of low-involvement developing market brands internationalizing into a developed market', in 2020 Global Marketing Conference at Seoul Proceedings, pp. 174–177. doi: 10.15444/GMC2020.02.05.02.
• Björck, A. and Barthelmess, P. (2020) 'The role of organizational culture for creating understanding and trust through internal crisis communication', in Proceedings of the International Crisis and Risk Communication Conference. Nicholson School of Communication and Media, pp. 17–20. doi: 10.30658/icrcc.2020.4.
• Barthelmess, P. et al. (2020) 'Organizational culture readiness for agile', in 20th EURAM Annual Conference, Dublin, Ireland, 4-6 December 2020.
• Björck, A. and Barthelmess, P. (2019) 'Internal crisis communication and corporate culture : forging the links', in ERAZ 2019 Conference Proceedings. Association of Economists and Managers of the Balkans, pp. 215–222. doi: 10.31410/ERAZ.2019.215.
• Björck, A. (2018) 'Interdisciplinary understanding of a crisis : towards an international crisis classification matrix', in 4th International Scientific Conference ERAZ 2018 Conference Proceedings. Association of Economists and Managers of the Balkans, pp. 323–329. doi: 10.31410/eraz.2018.323.

Other publications

• Neumüller, K. and Björck, A. (2024) 'Wie Purpose Mitarbeitende motiviert und bindet', Penso : HR, Sozialversicherungen, Personalvorsorge. Available at: https://www.penso.ch/artikel/wie-purpose-mitarbeitende-motiviert-und-bindet/.
• Björck, A. and Pugnetti, C. (2024) 'I have a responsibility to do something : internal risk communication to target employee vulnerability and mitigate behavioral cyber risks', in 13th International Crisis and Risk Communication Conference (ICRCC), Orlando, USA, 11-13 March 2024.
• Casián, C., Pugnetti, C. and Björck, A. (2022) 'Cyberrisiken aktiv managen', Swiss IT Magazine, 2022(5), pp. 44–46.
• Björck, A., Diers-Lawson, A. and Dücrey, F. (2022) 'Evolution and effectiveness of the governmental risk and crisis communication on Twitter in the COVID-19 pandemic : the case of Switzerland', in Proceedings of the International Crisis and Risk Communication Conference. Nicholson School of Communication and Media, pp. 27–30. doi: 10.30658/icrcc.2022.06.
• Björck, A. et al. (2022) 'Winning over the market orientation trap : an evolutionary perspective on the deliberate iteration between market driving and market-driven orientations', in 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022.
• Björck, A. and Colleli, D. (2020) 'Business Development zwischen Theorie und Praxis', KMU Magazin, 2020(11/12), pp. 2–5.
• Björck, A. (2017) 'Strategische Krisenkommunikation : professionelle Krisenkommunikation', Management und Qualität, 46(5), pp. 20–21.
• Björck, A. and Vervoort Isler, P. (2017) 'Aus- und Weiterbildung I : corporate education : betriebsinterne Weiterbildung nach Mass', KMU Magazin, 2017(10), pp. 10–13.
• Björck, A. (2017) 'Wenn die Kommunikation eine Krise auslöst', KMU Magazin, 2017(6/7), pp. 94–96.
• Björck, A. (2017) 'Interne Krisenkommunikation : Herausforderungen, Ziele und Lösungsansätze', KMU Magazin, 2017(5), pp. 88–91. Available at: https://www.kmu-magazin.ch/wissen/forschung-entwicklung/herausforderungen-ziele-und-loesungsansaetze.

Oral conference contributions and abstracts

• Björck, A. et al. (2025) 'Strategic leadership in purpose-driven renewal, and transformative change : actors' perspectives', in Academy of Management Proceedings. Academy of Management. doi: 10.5465/amproc.2025.17436symposium.
• Björck, A. and Pregmark, J. (2024) 'Exploring the strategic dimension of crisis readiness : corporate purpose, leadership and stakeholder management', in 13th International Crisis and Risk Communication Conference (ICRCC), Orlando, USA, 11-13 March 2024.
• Gulati, R. et al. (2023) 'Purpose-driven innovation and transformation : trajectories, mechanisms, and the human impact', in Academy of Management Proceedings. doi: 10.5465/AMPROC.2023.14807symposium.
• Björck, A. (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, A., Pugnetti, C. and Casian, C. (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, A., Guhl, S. and Sticher, R. (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, A. and Scholze, F. (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, K., Farley, M. and Björck, A. (2020) 'Innovation through partnership', in 2020 AIEA Annual Conference, Washington DC, USA, 16-19 February 2020.

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