Dr. Albena Björck

Arbeit an der ZHAW

Tätigkeit an der ZHAW

Dozentin & Forscherin

MSc International Business, Financial Times Ranking
Module Head "International Marketing", "International Business Project 1+2", "Master Thesis"
Dozentin International Strategy Formulation, Change und Innovation, Global Marketing, Design Thinking

Andere Programme:
Bachelor BSc International Management
Module Head "International Strategic Management"
Module Head MAS BA: Marketing Management
MBA Modul "Strategische Führung": Stakeholder Relations

Forschung:
Research on strategic management with a focus on positioning, industry and organizational transformation, legitimacy and stakeholder relations in times of change, crises, and renewal in global firms.

Seit 2020 European Academy of Management
SIG Strategic Management
SIG Development Chair and Track Corresponding Chair "Purpose-Driven Strategies" (seit 2022)

Head of Corporate Education (2015-2018)
Akquisition, Projektmanagement und Curriculum Entwicklung von Custom Corporate Education und Corporate Universities. Coaching und Beratung bei der International Skills Development, organisationellem Lernen und Veränderungsprozessen.

www.zhaw.ch/aib

Lehrtätigkeit in der Weiterbildung

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

Aus- und Weiterbildung

Arbeits- und Forschungsschwerpunkte, Spezialkenntnisse

Research on strategic management with a focus on positioning, industry and organizational transformation, legitimacy and stakeholder relations in times of change, crises, and renewal in global firms.

Aktuelle Forschungsthemen und Projekte:
The Conceptualisation of Purpose, Purpose-Driven Strategies and Purpose-Driven Transformation (global context)
Strategic orientation, positioning and the origins of strategic crises (co-evolutionary lock-in)
Strategic Crisis Readiness: general and in the context of cyber risks
Strategic Crisis Communication and the Covid-19 pandemics

Strategische Partnerschaften Business-Academia

Teaching:
- Award-winning teaching and didactic design for skills development on bachelor, master, executive, and corporate levels.
- International Strategy and Marketing combined with future literacy, interdisciplinary and design-driven skills as a core of the leadership curriculum today.

Spezialkenntnisse:
Value Chain Transformation and Strategic Positioning, Strategy Change and Crisis, Strategic (Branding, Change and Crisis) Communication, Rebranding & Organizational Change, Media and Litigation Relations, International Business, International Wholesale and Retail Management, Wealth & Asset Management, Swiss Financial Industry, Pharmaceutical and Health Industries.

Beruflicher Werdegang

Seit 2013
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.

Seit 2013
Die Schweizer Journalistenschule (MAZ), Hochschule Luzern,
Dozentin und Executive Coach I Strategische Kommunikation

2000-2013
Wegelin & Co. Privatbankiers
- 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

2008-2013: Mediensprecherin und –koordination für den Präsidenten der Vereinigung Schweizerischer Privatbankiers und für das VR-Mitglied und späteren VR-Präsidenten der NZZ Mediengruppe.

2000-2006: Universität St. Gallen, Institut für Marketing und Handel, Wissenschaftliche Mitarbeiterin und assoziierte PhD-Kandidatin

Aus- und Fortbildung

- Universität St. Gallen (HSG): Dr. oec. HSG (Strategisches & Marketing Management, Internationales Handelsmanagement)
- Universität St. Gallen (HSG): Studium der Betriebswirtschaft, Strategischem und Marketing management.
- Universität für National- und Weltwirtschaft, Sofia (Bulgarien): MSc Internationale Beziehungen

- INSEAD, Design Thinking & Creativity for Business
- ZHAW School of Management and Law, CAS Higher and Professional Education

Mitglied in Netzwerken

• AOM (Academy of Management)
• EURAM (European Academy of Management)
• EUPRERA (European Public Relations Education and Research Association)
• ECREA (European Communication Research and Education Association)
• Gesellschaft für Marketing
• HSG Alumni
• LinkedIn

Projekte

• International Business Innovation / ProjektleiterIn / Projekt abgeschlossen

Publikationen

• 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), S. 232-246.

  Verfügbar unter: 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), S. 212-232.

  Verfügbar unter: https://doi.org/10.4236/aasoci.2018.83013

• Björck, Albena,

  2016.

  Crisis typologies revisited : an interdisciplinary approach.

  Central European Business Review.

  5(3), S. 25-37.

  Verfügbar unter: 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, Hrsg.,

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

  Bingley:

  Emerald.

  S. 99-121.

  Advances in Public Relations and Communication Management ; 6.

  Verfügbar unter: https://doi.org/10.1108/S2398-391420230000006007

• 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.

  Verfügbar unter: 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.

  S. 231-235.

  Verfügbar unter: 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.

  S. 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.

  S. 174-177.

  Verfügbar unter: 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.

  S. 17-20.

  Verfügbar unter: 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.

  S. 215-222.

  Verfügbar unter: 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.

  S. 323-329.

  Verfügbar unter: https://doi.org/10.31410/eraz.2018.323

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

  2022.

  Cyberrisiken aktiv managen.

  Swiss IT Magazine.

  2022(5), S. 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.

  S. 27-30.

  Verfügbar unter: 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), S. 2-5.

• Björck, Albena; Vervoort Isler, Petronella,

  2017.

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

  KMU Magazin.

  2017(10), S. 10-13.

• Björck, Albena,

  2017.

  Interne Krisenkommunikation : Herausforderungen, Ziele und Lösungsansätze.

  KMU Magazin.

  2017(5), S. 88-91.

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

• Björck, Albena,

  2017.

  Strategische Krisenkommunikation : professionelle Krisenkommunikation.

  Management und Qualität.

  46(5), S. 20-21.

  Verfügbar unter: https://www.saq.ch/mq/

• Björck, Albena,

  2017.

  Wenn die Kommunikation eine Krise auslöst.

  KMU Magazin.

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

• 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.

Publikationen vor Tätigkeit an der ZHAW

Björck, Albena Dr. (2006). „Positionierung und zweiseitige Profilierung im Grosshandel – eine Untersuchung am Beispiel des Pharmagrosshandels“ (Dissertation Universität St. Gallen) I "Positioning and Dual Differentiation of Wholesale Services - a framework on the example of merchant wholesalers in Swiss and European pharmaceutical markets" (PhD-Thesis, University of St. Gallen)

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