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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

Personal profile

Position at the ZHAW

Senior Lecturer & Researcher

Module Head "International Strategic Management", Supervision of bachelor thesis

Module Head "International Marketing", "International Business Projects ", "Master Thesis"
Lecturer International Strategy Formulation, Change and Innovation, Design Thinking

Continuous and Executive Education
Module Head "Marketing Management" (MAS BA)
Lecturer Stakeholder Relations (MBA)

Academic and applied research and publications in Strategy and Marketing, Strategic (Branding, Change and Crisis) Communication and International Stakeholder Relations.

Head of Corporate Education (2015-2018)
Responsibility for acquisition, curriculum development and project management of corporate universities and other customer executive programs. Coaching and advisory in international skills development, organizational learning, and change.

Professional development teaching

Expertise and research interests

Working Foci:
Senior Lecturer & Researcher
Strategic Partnerships Business-Academia

Research Foci:
Strategic positioning, Organizational change, Strategic Communication, and International Stakeholder Relations

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): Management program MAPOW - AIESEC (studies of Marketing Management, International Retail Management, Logistics)
- University of National and World Economy, Sofia/Bulgaria: MSc International Relations

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

Professional milestones

Since 2013
Corporate Advisory and Sounding Board Rebranding, Strategic and Crisis Communication, Change Management

Since 2013
Lecturer, Coach and Advisor I Strategic & Corporate Communication, Internal and Change Communication, Strategic Issue Management at Swiss Journalist School MAZ, Lucerne and Lucerne University of Applied Sciences and Arts, Lucerne

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

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

2000: University of St. Gallen, Institute for Marketing & Retail, Research Associate

Membership of networks


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)