Dr. oec. HSG Albena Björck

Dr. oec. HSG Albena Björck

ZHAW School of Management and Law
International Management Institute
Theaterstrasse 17
8400 Winterthur

+41 58 934 49 32
albena.bjorck@zhaw.ch

Arbeit an der ZHAW

Tätigkeit

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.

Lehrtätigkeit

MSc International Business
Master of Business Administration
MAS Business Administration

Lehrtätigkeit in der Weiterbildung

Master of Business Administration (MBA)

Berufserfahrung

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 - heute
Lecturer and Executive Coach: Strategic Change, Employee Engagement and Crisis Communication
MAZ, Hochschule Luzern
2013 - 2013
Nationale und international Media Relations, Mediensprecherin für den Präsidenten der Vereinigung Schweizerischer Privatbankiers und für das VR-Mitglied und späteren VR-Präsidenten der NZZ Mediengruppe.
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. Privatbankiers
2000 - 2013
Wissenschaftliche Mitarbeiterin und assoziierte PhD-Kandidatin
Universität St. Gallen, Institut für Marketing und Handel
2000 - 2006

Aus- und Weiterbildung

Ausbildung

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) / Strategisches Management
Universität St. Gallen (HSG)
09 / 2000 - 09 / 2006
Studies of Business Administration, Strategic and Marketing Management. / Strategic and Marketing Management (BWL)
Universität St. Gallen (HSG)
09 / 1999 - 09 / 2000
MSc Internationale Beziehungen - Ökonomie und Diplomatie / International Relations
Universität für National- und Weltwirtschaft, Sofia (Bulgarien)
09 / 1993 - 09 / 1997

Netzwerk

Mitglied in Netzwerken

ORCID digital identifier

ORCID ID: 0000-0001-8408-3808

Auszeichnungen

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

Medienpräsenz

Projekte

Publikationen

Beiträge in wissenschaftlicher Zeitschrift, 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.

Buchbeiträge, 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, 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.

Schriftliche Konferenzbeiträge, peer-reviewed

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) '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. (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. (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 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.
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.
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.

Weitere Publikationen

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.
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.
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. 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.

Mündliche Konferenzbeiträge und 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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