Dr. Albena Björck

Position at the ZHAW

Senior Lecturer in International Strategy and Marketing, Litigation PR, Strategic Communication and Stakeholder Relations in academic, executive and custom corporate education programs.

Bachelor
Module Head "International Strategic Management", "Stakeholder Relations and Strategic Communication"
Supervision of bachelor thesis

Master
Module Head "Master Thesis", "International Business Projects 1 and 2", "International Marketing"
Lecturer Internationalization, International Business Development

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

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

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, organisational learning and change.

www.zhaw.ch/aib

Expertise and research interests

Strategic Communication, Strategic Management, Marketing Management, International Stakeholder Management and Relations, International Crisis Communication, International Business and Diplomacy, Organization Development and Quality Management, International Retail Management, Wealth & Asset Management, Swiss Financial Place, Pharmaceutical Industry.

Educational background

- University of St. Gallen (HSG): Dr. oec. HSG (Strategic Marketing Management and 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

- 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 Crisis Communication, Internal and Change Communication, Strategic Issue Management at Swiss Journalist School MAZ, Lucerne and Lucerne University of Applied Sciences and Arts, Lucerne

2000-2013
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 Spokeswoman (incl.
- Head of Marketing & Corporate Identiy & Quality Management

2008-2013
National and International Media Relations, President of the Swiss Private Bankers Association

2000
University of St. Gallen
Research Associate

Membership of networks

• HSG Alumni
• EURAM (European Academy of Management)
• EUPRERA (European Public Relations Education and Research Association)
• Verband für Krisenkommunikation (Swiss Crisis Communication Association)
• LinkedIn

• Kendzia, Michael Jan; Björck, Albena,

  2018.

  The digital revolution and the organization of work : contemporary management techniques.

  Advances in Applied Sociology.

  8(3),

  pp.212-232.

  Available from: https://doi.org/10.4236/aasoci.2018.83013

• Björck, Albena,

  2016.

  Crisis typologies revisited : an interdisciplinary approach.

  Central European Business Review.

  5(3),

  pp.25-37.

  Available from: https://doi.org/10.18267/j.cebr.156

• 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.

  pp.13.

• 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.

  pp.17-20.

  Available from: 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.

  pp.215-222.

  Available from: 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.

  pp.323-329.

  Available from: https://doi.org/10.31410/eraz.2018.323

• Björck, Albena; Colleli, Daniele,

  2020.

  Business Development zwischen Theorie und Praxis.

  KMU Magazin.

  2020(11/12),

  pp.2-5.

• Björck, Albena; Vervoort Isler, Petronella,

  2017.

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

  KMU Magazin.

  2017(10),

  pp.10-13.

• Björck, Albena,

  2017.

  Interne Krisenkommunikation : Herausforderungen, Ziele und Lösungsansätze.

  KMU Magazin.

  2017(5),

  pp.88-91.

  Available from: https://www.kmu-magazin.ch/forschung-entwicklung/herausforderungen-ziele-und-loesungsansaetze

• Björck, Albena,

  2017.

  Strategische Krisenkommunikation : professionelle Krisenkommunikation.

  Management und Qualität.

  46(5),

  pp.20-21.

  Available from: https://www.saq.ch/mq/

• Björck, Albena,

  2017.

  Wenn die Kommunikation eine Krise auslöst.

  KMU Magazin.

  2017(6/7),

  pp.94-96.

• Björck, Albena; Carvajal-Ramirez, Michelle,

  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.

  Global Marketing Conference 2020, Seoul (Virtual Conference), 5-8 November 2020.

  pp.174-177.

  Available from: https://doi.org/10.15444/GMC2020.02.05.02

• Nichols, Keisha; Farley, Michael; Björck, Albena,

  2020.

  Innovation through partnership.

  In:

  2020 AIEA Annual Conference, Washington DC, USA, 16-19 February 2020.

Björck, Albena Dr. (2006). „Positionierung und zweiseitige Profilierung im Grosshandel – eine Untersuchung am Beispiel des Pharmagrosshandels“ (Dissertation)

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