Dr. Albena Björck is a Senior Lecturer and Researcher at the School of Management and Law, at Zurich University of Applied Sciences (ZHAW). Prior to Academia, Dr. Björck spent around 20 years in business practice. Dr. Björck is a consultant and executive coach and her academic research focuses on strategic management, branding, change, and crisis communication. She holds a Ph.D. from the University of St. Gallen (Switzerland).