Hello, my name is

Nicole Steller

PhD Candidate
Purpose within Businesses

About me

I am a doctoral candidate at the Reinhard-Mohn Institute for Management at University Witten/Herdecke.

Research on

Purpose in the Business Context

Graduated from Lund University School of Economics and Management with the Master Degree in International Strategic Management, seeking to le­verage two bachelor degrees in cultural/philosophical studies and business administra­tion to conduct qualitative and quantitative research on leadership, organizations, and strategic management. Explicitly, I am interested in studying purpose-driven businesses which strive to be a force for good.

During my studies, I investigated many corporate scandals which were triggered by strategic decisions taken by shareholders. I’ve decided to explore the degree to which the private sector can play a major role in building a more sustainable economy by aligning strategy with PURPOSE.

My Research interests

I am inspired by the challenges and believe that research can influence action, gather evidence for theories, and contribute to the development of knowledge in specific areas of study.

Corporate Purpose

Shifting from the How to Why. It's about thinking deeply about your corporate identity. This may well lead to significant changes in strategy and governance. But how can corporations make it happen? I am convinced that the only way to bridge a purpose gap is to embed reflection, exploration, discussion, and action into the heart of your business and organization.


Sustainability research focuses on the dynamic interactions between nature and society, with equal attention to how social change shapes the environment and how environmental change shapes society. These movements seek to address the essential complexity of those interactions, recognizing that understanding the individual components of nature–society systems provides insufficient understanding about the behavior of the systems themselves.


Strategy is the essence of each organizational development. What, Who, Why and How need to be answered to align actions towards one direction. Only when we join efforts and pull together can we create value.

"Research is creating new knowledge."- Neil Armstrong

Current Projects and Publications...



Lund University School of Economics and Management

Master of Science,
International Strategic Management

Master Thesis: The Effectiveness of Performance Management Systems and its Systemic Value


University Witten/Herdecke

Bachelor of Science, Management

Bachelor Thesis: What is behind the start-up hype? An empirical study on the impact of the term "start-up" compared to " corporation".


University Witten/Herdecke

Bachelor of Arts, Philosophy,cultural Reflection and cultural Practice

Bachelor Thesis: Non-verbal leadership communication and its perception – the analogy between corporate leadership and conducting an orchestra

My Work Experience


Reinhard-Mohn Institut for Management, University Witten/Herdecke

Research Associate, PHD Candidate

I assist the institute with research and teaching. I also focus on my own research projects, publications and my dissertation.

2021- ongoing

xPerts2 GmbH

Microsoft Consulting

MS Teams, SharePoint & Power Automate

Provision of client-focused advice and assistance for the usage of digital workplace tools Managing a SharePoint Cloud Migration Implemented training sessions (business & technical) and supervised software integration Optimization and automatization of processes


Lugato GmbH

Business Development, Start-up

I was responsible for Configuration & Implementation of a Salesforce-CRM-System. Also, I managed and maintained of customer data (Ad hoc data analyses). I did a customer value analysis and developed new new business areas to scale the business model.

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