From Witten to Madrid: How Nicole Steller found her way into science at UW/H
Nicole's heart beats for music and for business. During her studies at Witten/Herdecke University, she was able to combine the two and then decided to pursue an academic career.
Many of her fellow students from the management degree programme at Witten/Herdecke University have taken classic career paths in the private sector, now work in companies or advise organisations. UW/H graduate Nicole Steller could also have followed this path. But she decided otherwise. She wanted to question the mechanisms in organisations and understand why companies act the way they do. What role do values, strategies and social expectations play?
Starting your studies at the UW/H: Between orchestra, community and first orientation
Nicole was already connected to the UW/H before starting her studies. As a violinist, she played in the university orchestra and experienced a community there that made a lasting impression on her. The 2014 summer party on campus during the football World Cup is particularly memorable for her: poured sand, palm trees, public viewing and an exuberant atmosphere! Students, teaching staff and employees came together and celebrated. For her, it was a moment of realisation: "I want to be a part of this."
Nicole began her studies in Cultural Reflection, Philosophy and Cultural Practice, which enabled her to engage intensively with cultural and social issues. Music remained an important part of her life. At the same time, she was missing something tangible in this predominantly philosophical degree programme. After two semesters, she decided to study management as well. She wanted to combine her two passions with this combination. While a professor on the selection committee initially doubted that a student with a cultural background could gain a foothold in this discipline, it was clear to Nicole: "That's exactly why I belong here. I already loved maths and statistics at school." Her motivation and skills were convincing - and Nicole was accepted!
Her second degree fundamentally changed her study experience: she made new friends among the management students, got involved in university politics and began to take on responsibility. "That was the first time I felt self-efficacy at university. I first had to find my place, but it was definitely the right decision." At the same time, she learnt to bring together the different perspectives from her two worlds.
First research experience during her studies: the foundation for her later doctoral studies
Nicole particularly enjoyed scientific work while writing her Bachelor's thesis. In it, she analysed the non-verbal communication of managers and drew parallels between conductors and managers. "I had a specific project that I could work on independently and in which I could apply the knowledge from both degree programmes. It really opened my heart," recalls Nicole. The positive feedback from her supervisor encouraged her. For the first time, she realised that academic studies could be more than just a part of her degree course.
Nevertheless, her path remained open after her bachelor's degree. "We were in the middle of lockdown - and I was in a crisis of purpose," she says. The prospects in the cultural sector were uncertain due to the coronavirus pandemic. So music took a back seat in terms of appointments and Nicole focussed on management. She started her first job at the ARDEX Group in project management for digitalisation. She was able to gain practical experience there, but did not find fulfilment. "I didn't know where I would fit in," says the 28-year-old.
The decision to do a Master's was ultimately also a decision for orientation. "I wanted to sharpen my profile and set a clear focus. Lund University in Sweden, with its excellent international reputation, was at the top of my list. When I was accepted, it was like winning the lottery." The one-year Master's programme in Strategic Management was intensive and opened up new perspectives on economic contexts for her.
Doctoral studies at the UW/H: Freedom, doubt and personal growth
The decision to pursue doctoral studies led her back to UW/H in 2022. During a visit home during the Christmas holidays and a flying visit to her alma mater, she heard about the vacant doctoral position at the Reinhard Mohn Institute of Management (RMI) from a former fellow student .
The familiar environment, the close support and the opportunity to develop her topic independently were ultimately the deciding factors. Nicole: "I already knew my supervisor, Prof. Dr Guido Möllering, from my Bachelor's degree and particularly appreciated him for his qualitative research and his view of organisations." So she decided to seize the opportunity and pave her academic path.
Nicole describes her start as a rollercoaster of emotions: "I was super motivated, had my own office, an exciting research topic and absolute freedom to work on it." She experiences this room for development as very special and characteristic of the university. At the same time, there were also moments when she was overwhelmed by the openness. "My friends now had jobs in companies and clear tasks, while I was still in the discovery phase."
What helped her was willpower and motivation. In order to structure herself, she developed fixed work routines. She also took initiative, built up her own Chief Purpose Officer network, attended conferences, mastered the challenge of the first paper and began to make her research visible. The first important step was a presentation to an expert audience in Helsinki. "I was extremely nervous. But my confidence grew with the experience," she says.
Research on corporate purpose: between aspiration and reality
Her PhD thesis centred on a topic that concerns many companies: Corporate Purpose, i.e. the overarching corporate purpose. Nicole investigated how organisations try to integrate purpose and social responsibility into their strategies - and what challenges are associated with this. "During my studies, I worked with an organisation from Berlin that promotes social and sustainable entrepreneurship. At the same time, I asked myself how large corporations deal with this. How can companies remain true to their purpose even in difficult phases with strong shareholder pressure? How can profitability and the common good be brought together? That's what I wanted to find out." In doing so, she developed a differentiated perspective. Purpose can create orientation and initiate positive change. At the same time, there is a danger that it will be used merely as a marketing tool. Nicole's research helps to make this ambivalence visible and provide companies with a sound basis for decision-making.
From PhD to junior professorship: How Nicole established herself in the science network
Nicole's doctoral phase was characterised by intensive work and learning progress, but also by occasional doubts. However, the recognition from her research environment proved her right. "It was great to realise that the rounds of votes for publications were getting shorter. In February 2026, two Oxford Handbook chapters on social purpose came out with me as an author. Wow! Milestones like that make me realise: I can do this and I'm good at what I do," she says.
With publications in renowned journals and her doctoral studies "summa cum laude", Nicole has now developed a strong scientific profile.
Today, Nicole combines research and teaching in an international environment. To do this, she has moved to Spain and works as an Assistant Professor at the ESCP Business School in Madrid. "This position is the greatest thing that could have happened to me. I am very happy - every day anew," says the 28-year-old. Her academic focus remains on the question of how purpose shapes organisations in the long term and how these developments can be studied empirically. She describes the freedom in her work as a great privilege. At the same time, this path requires a high degree of self-organisation and personal responsibility. Nicole: "Sometimes I describe my work as a small company that I run with myself because I have to serve so many different areas. I also need a long-term perspective, a strategy and have to manage my resources."
The UW/H as a companion - even beyond her studies
She also retains a piece of Witten in her new environment. "Being close to my students is particularly important to me. Every person has a story, an individual background - and I try to take that into account. This semester I'm giving a seminar on management in family businesses. With my wealth of experience from Witten and the Witten Institute for Family Business, it couldn't be a better fit. It's a great opportunity to further develop what I remember from my Bachelor's degree. But above all, it's the spirit of freedom and the courage to grow beyond myself that I want to pass on."
