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Dr. Albena Björck

Dr. Albena Björck

Dr. Albena Björck

ZHAW School of Management and Law
Department International Business
Theaterstrasse 17
8400 Winterthur

+41 (0) 58 934 49 32
albena.bjoerck@zhaw.ch

Personal profile

Position at the ZHAW

Senior Lecturer & Researcher

MSc International Business, Financial Times Ranking
Leading Lecturer and Module Head "International Marketing", "International Business Projects", "Advanced International Project 2", "Master Thesis"
Lecturer International Strategy Formulation, Change and Innovation, Global Marketing, Design Thinking

Other Programs:
Bachelor BSc International Management - Module Head "International Strategic Management"
MAS BA: Module Head "Marketing Management"
MBA Modul "Strategische Führung": Stakeholder Relations

Research:
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.

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

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. Coaching and advisory in international skills development and organizational learning. Didactic design of organizational topics, leadership and transformational skills and simulation games.

www.zhaw.ch/aib

Professional development teaching

Expertise and research interests

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.
Current projects: 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

Strategic Partnerships 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.

Current Research Themes and Projects:
The Conceptualisation of Purpose and Purpose-Driven Transformation
Strategic orientation, positioning and the origins of strategic crises (co-evolutionary lock-in)
Crisis Readiness: International and interdisciplinary perspectives
Internal Crisis Communication and Cyber-Risks
Strategic Crisis Communication and the Covid-19 pandemics

Special Knowledge:
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.

Educational background

- University of St. Gallen (HSG): Dr. oec. HSG (Strategic & Marketing Management, International Wholesale and Retail Management)
- University of St. Gallen (HSG): Studies of Business Administration, Strategic and Marketing Management.
- University of National and World Economy, Sofia/Bulgaria: MSc International Relations - Studies of Economy and Diplomacy.

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

Professional milestones

Since 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.

Since 2013
Lecturer and Executive Coach I Strategic Communication
Swiss Journalist School MAZ, Lucerne and Lucerne University of Applied Sciences and Arts, Lucerne

2000-2013
A career in different departments and functions at Wegelin & Co. Private Bankers
- Head of Communications and Media Relations during the legal dispute and settlement with the US authorities
- Head of Corporate Communications and Media Spokesperson
- Head of Marketing & Corporate Identity & Quality Management

2008-2013
National and International Media Relations for President of the Swiss Private Bankers Association & Chair of the Board of the NZZ Media Group.

2000-2006: University of St. Gallen, Institute for Marketing & Retail Management, Research Associate and associated PhD-candidate

Membership of networks

Publications

Articles in scientific journal, peer-reviewed
Conference contributions, peer-reviewed
Other publications
Oral conference contributions and abstracts

Publications before appointment at the 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)