Piret Masso

Piret Masso is a Research Fellow and Lecturer at the Estonian Business School (EBS), serving as Head of the MA Program. She holds an MSc in International Business Administration (Marketing) and a Bachelor's in Business Administration. Her research focuses on ethical organizational culture, generational inclusion in workplaces, and human resource management practices. She co-leads the PRG1513 project analyzing ethical organizational culture determinants, funded by the Estonian Research Council. Her work bridges academic research with practical HR challenges, particularly during crises like the pandemic. She has supervised a master's thesis on remote work motivation during the pandemic. Prior to academia, she held senior roles in corporate communications at companies like Electrolux and AGA AB in Sweden and Finland.

Education:

• MSc International Business Administration (Marketing), Estonian Business School (2004–2005)
• Bachelor of Business Administration, Estonian Business School (2000–2003)

Key Research Interests:

• Ethical organizational culture dynamics
• Generational inclusion in organizational contexts
• Impact of HR policies on employee retention and satisfaction
• Cross-cultural management practices

Projects:

• "Ethical Organisational Culture: Multi-level Analysis" (€669,725, 2022–2025)
• "Generations inclusion in organizational context" (ongoing PhD research)