International research insights – and a dive into Finnish culture

Emanuela Conti works as an Assistant Professor at the School of Economics at the University of Urbino Carlo Bo, located in a UNESCO World Heritage site known for its Renaissance architecture. At the university, which has of over 13,000 students, Conti teaches corporate communication and digital marketing as well as economics and business management.

– My current research focuses on design-driven innovation, SMEs marketing and communication, and the management of cultural organizations. I am involved in a European research project on sustainable tourism and a marketing communication project at my university, Conti says.

Conti first visited Pori seven years ago. She attended the Heritage, Tourism and Hospitality International Conference (HTHIC), held on 27-29 September 2017 at the University Consortium of Pori. At the conference, she presented the paper titled “Museum visitors’ segmentation in the experiential perspective, value co-creation and implications for museums and destinations: evidence from Italy” which obtained the Best Paper award. The conference was the first step in getting to know the coastal city of Pori and the Turku School of Economics unit in Pori.

Two years later, in 2019, Conti returned to Pori after being invited by Senior Advisor Arja Lemmetyinen of the Turku School of Economics to teach experiential marketing and museum marketing at the NORDPLUS Intensive Course 'Sustainable Tourism' at the University Consortium of Pori. The visit deepened the collaboration, ultimately contributing to the establishment of a bilateral agreement between the two universities.​​​​​​​

Foundation for solid research collaboration

The cooperation with the Turku School of Economics continued and Conti was introduced to Kati Suomi, an Assistant Professor for business and entrepreneurship at the Pori unit. Suomi’s enthusiastic and innovative approach made an impression on Conti.

– We discovered that we had common research interests and decided to collaborate. I started planning a longer stay in Pori. Luckily, the University of Urbino awarded me a scholarship for visiting researchers and Professor Jaana Tähtinen from the Pori unit kindly provided me with an invitation letter, Conti says.

Conti arrived in Pori in August 2024 and spent a whole month in the city. During her stay, she gathered valuable experiences both professionally and culturally. She met regularly with Suomi and explored common ground with Suomi’s expertise in entrepreneurship and her own focus on marketing. Conti and Suomi worked to develop a solid foundation for future research collaboration on branding of Finnish and Italian SMEs.

In addition to research collaboration, Conti experienced Finnish academic life, working in an open-plan office space and engaging with researchers working at the Pori unit of the Turku School of Economics. She also enjoyed reconnecting with colleagues and friends she had known since 2017.

Conti also had the opportunity to participate in several activities for international students and staff members at UCPori, including introductory lectures on Finnish language and culture. She also participated in various university activities that showed the versatility of research and teaching.

– For instance, I attended the development day organized by the Turku School of Economics, which took place in the stunning Kakola Hotel, a former prison in Turku. The program included a training on the impact of AI on research and teaching. It was particularly stimulating, and I plan to suggest similar events at my university.

The student life at UCPori also made a lasting impression on Conti as she got to see the start of the semester firsthand.

– I enjoyed the warm and vibrant welcoming day for new students at UCPori, where I admired a Finnish specialty: colorful overalls worn by students in their events. Such a unique outfit, Conti remarks.

Human-scaled experiences

During her month-long stay, Conti learned a great deal about the city of Pori and the Finnish culture. Visiting museums and participating in sports activities like canoeing on the river and going to an ice hockey game were unforgettable experiences.

– Pori is a city I deeply love. It’s human-scaled, peaceful, and perfect for exploring by foot or by bicycle. I adore its beautiful historic landmarks, including the Neo-Gothic cathedral, the Venetian-style theater and city hall, and the impressive Curia. My favorite activity is walking along the river, soaking in the city’s charm and the beautiful light at any time of day.

The daily activity of enjoying small conversations while having a cup of filtered coffee just like the Finns do, introduced Conti to Finnish customs and mindset.

– Finns may initially seem shy and reserved, but they are friendly, open-minded, and eager to share. Despite enduring many hours of darkness throughout the year, I found them to be warm and possess a delicate, charming sense of humor, Conti says with a smile.

Learning about the Finnish academic system and culture was enriching and provided valuable insights into best practices. Conti is eager to foster further exchanges and collaborations between the two universities and hopes that her Finnish colleagues will have the possibility to visit Urbino University in the future.

– The human aspect was the highlight of my experience, especially the colleagues at UCPori. They made me feel truly at home. I hold profound respect and admiration for them and am immensely grateful for this experience.

​​​​​​​Text: Emanuela Conti & Hanna Rissanen
​​​​​​​Photo: Anne Vanhatalo