King's College London

Dr Hannah Schupfer is one of the newest post-doctoral researchers at the Centre for Sustainable Business (CSB). We sit down to discuss her award-winning research and learn what sustainable business means to her.

Originally from Austria, Hannah completed her PhD at the University of Oslo in 2024. Her research explores the responses of oil and gas companies to rising sustainability pressures. Her latest paper has been awarded three Best Paper Awards, including the Academy of Management OMT Division, Ivey-ARCS PhD Sustainability Academy, and GRONEN 2024.

How did it make her feel to become an award-winning researcher at just 28 years old, and so early in her career? “Writing this paper took over three years of perseverance,” Hannah says with a small smile, “It feels rewarding when going the extra mile pays off.”

From an early age, Hannah had a strong connection to nature. She grew up in an idyllic town called Gmunden in Upper Austria. “We ate local and organic food, we managed our waste responsibly, we spent much time outdoors. It wasn’t until I started to explore the world that I realised I’d taken our way of life for granted.” However, even in the far reaches of the Alps, this small town was on the forefront of climate change: “Every year, we watch the glacier melting. It became a topic of conversation, that what we have might not be there forever.”

With a curiosity in languages and the international economy, Hannah moved to Vienna at 18 to embark on an undergraduate degree in International Business Administration, where sustainability was an emerging topic. Passionate about social sciences and critical thinking, she went on to study a Master’s in Organisation Studies at the University of Innsbruck, until her PhD pivoted her research towards sustainability-related change dynamics in international energy organisations. “Energy is a fundamental part of our daily lives,” she explains, “But it’s also one of the most significant industries relating to climate change – they hold the leverage for large-impact solutions.”

During her PhD, Hannah spent several months as a visiting scholar at the Institute for Organisation Studies at WU Vienna and Cambridge University Judge Business School. During this time, she worked on her papers, where she analyses not just the way oil and gas companies are responding to the sustainability demand, but also, how they defend polluting operations. By illuminating how energy giants essentially ‘get away with’, her research explores the field of sustainability communication. “I realised during my PhD that these companies and their discourses are unbelievably complex. Terms like ‘low carbon’ are used so often, but what do they actually mean? I started reading the fine print, delving into their language, and discovered the devil really is in the detail.”

When asked what makes an academic paper successful, Hannah pauses. “There’s a sweet spot we strive for in our papers: a theoretical puzzle that opens a new perspective of thinking about phenomenon and a suitable empirical story to solve it. I think it becomes interesting if the empirical puzzle is relatable. Everyone can relate to energy and is aware of the challenges with the industry.”

There is a growing fascination with the paradox of the oil and gas industry and cleaner, more sustainable energy. The world is holding its breath, waiting to see what green solution will strike down the energy Goliaths of old. Hannah hopes her paper has theoretical and practical significance that will help strengthen the discourse around this transition. “I hope it informs society, managers, leaders, and entrepreneurs on sustainable practices.”

Whilst mainly focusing on the Norwegian energy industry, Hannah’s paper offers practical solutions that can inform policies on tipping points. Governments need to implement regulations in the right time to strengthen sustainable markets and support the phase-out of existing, harmful, ones.

What would her advice be to early researchers and PhD students? “Give yourself time for it to sink in, go away and then look at it with fresh eyes.” She adds, “Try to get as much feedback from mentors and peers in conferences and workshops.”

As a post-doctoral researcher at the Centre for Sustainable Business (CSB), she is continuing research on how organisations can realise a sustainable impact. “I want to work closely with companies to help them become more sustainable. It’s often a complex task for companies – it can go against their entire business model.”

Hannah, who started at the centre in March 2024, has joined at a pivotal time for King’s Business School, when the university is dedicating itself to progressing sustainability within the city and beyond. She was attracted by the Centre’s mission to support businesses to become more sustainable. What does she hope to achieve at the CSB? “From a centre perspective, I hope to drive impact and develop knowledge,” Hannah says firmly. “And as a researcher and passionate writer, I hope to never stop learning and gaining knowledge.”

One last question, then. What does sustainable business look like to you? “It’s a big question! Doing business without harming the planet or future generations, whilst still bringing some benefit or output into the world. Having a purpose and being responsible with the input in your organisation that is not only the resources but also your employees, your supply chain, your partners, etc.” Education is one way to foster this. “At King’s Business School, we can enhance an even stronger sustainability mindset in our students. After all, they’re our future business leaders and entrepreneurs.”

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Visit Dr Hannah Schupfer’s full profile here.

This article was brought to you by the Centre for Sustainable Business. Find out more about our work here.