Dr. oec. HSG Albena Björck
Dr. oec. HSG Albena Björck
ZHAW
School of Management and Law
Abteilung International Business
Theaterstrasse 17
8400 Winterthur
Arbeit an der ZHAW
Tätigkeit
- Dozentin & Forscherin
- Dr. Albena Björck is a Senior Lecturer and Researcher at the ZHAW School of Management and Law. She is the leading lecturer in the flagship program, MSc International Business (FT Top 50), and is responsible for strategic corporate-academia collaborations for education and research projects. Her research focuses on strategic management, foresight and purpose-driven organizations. Albena is affiliated with Stanford University Design Group and holds a PhD from the University of St. Gallen (Switzerland) in Strategic Management. She has a strong command of several languages. Prior to Academia, Dr. Björck spent around twenty years in 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 and established organizations as well as expert of the Innosuisse in the mentioned areas of competence.
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
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 (Strategisches & Marketing Management, Internationales Handelsmanagement) / 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 / International Relations
Universität für National- und Weltwirtschaft, Sofia (Bulgarien)
09 / 1993 - 09 / 1997
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
Projekte
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.
.
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; 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.
Verfügbar unter: https://doi.org/10.5465/AMBPP.2022.15608abstract
-
Gadgil, Maya; Guhl, Selina; Björck, Albena,
2021.
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.
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.
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
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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.
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
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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
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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
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Casián, Carlos; Pugnetti, Carlo; Björck, Albena,
2022.
Swiss IT Magazine.
2022(5), S. 44-46.
-
Björck, Albena; Diers-Lawson, Audra; Dücrey, Felix,
2022.
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
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Björck, Albena; Sievers, Henrik; Ainamo, Antti; Hacklin, Fredrik; Salo, Jari,
2022.
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
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Björck, Albena,
2017.
Strategische Krisenkommunikation : professionelle Krisenkommunikation.
Management und Qualität.
46(5), S. 20-21.
Verfügbar unter: https://www.saq.ch/mq/
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Björck, Albena,
2017.
Wenn die Kommunikation eine Krise auslöst.
KMU Magazin.
2017(6/7), S. 94-96.
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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.
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.
In:
EUPRERA 2021 Annual Congress, Pamplona, Spain, 7-9 October 2021.
-
Björck, Albena; Scholze, Frederike,
2021.
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)