Sustainability and digitalisation challenge the business models of companies that are active in international markets
Companies that are active in international markets are experiencing rapid changes in their operating environment. Irina Mihailova, a newly appointed Professor of International Business at the University of Eastern Finland, seeks new perspectives on how companies could respond to the pressures arising from digitalisation and sustainability in order to achieve international growth.
“I aim to develop novel insights into how companies could scale their operations in international digital markets while remaining culturally sensitive and embracing location-specific and customer-specific factors in their target countries.”
Sustainability issues are affecting companies more than ever before. Mihailova’s research examines how companies could resolve the paradox between sustainability and cost efficiency.
“I also explore how companies can support the transition towards more sustainable practices by scaling up their innovative solutions.”
Various institutional pressures, such as ongoing legislative changes related to digitalisation and sustainable business, as well as geopolitical challenges, are also increasingly shaping international markets, and at a faster pace than before. Mihailova emphasises that it is important to study how companies address these pressures in their strategies.
“From a research perspective, it is interesting to examine how companies operating in international markets can adapt their practices in a rapidly changing environment.”
Strong research and education in international business and sales management
At the University of Eastern Finland, Mihailova leads the International Business and Sales Management research group. Its core mission is to develop business expertise and capabilities, particularly in sales management and digital communication.
“These are key areas of business for companies to succeed in an increasingly dynamic, complex and culturally diverse international operating environment.”
The group’s research has practical applications especially in the Master’s Degree Programme in International Business and Sales Management, which is taught in English. Professionals from the international business and sales management field also play a key role in the programme’s curriculum.
“Members of our research group have multicultural and multidisciplinary backgrounds, which allows us to train professionals with broad-based capabilities and the ability to anticipate and respond to global challenges in an innovative and responsible way.”
The research group has an extensive network of international partners and it also works in close collaboration with local companies in eastern Finland.
“We help companies solve current challenges and support their development in both domestic and international markets.”
Before taking on her current professorship, Mihailova worked in various roles at the University of Eastern Finland and Aalto University for a long time. She chose to join the University of Eastern Finland because she finds the university’s research environment and, in particular, the research conducted by the international business and sales management team, inspiring.
“I believe that working at the University of Eastern Finland will further support my professional growth and expand my academic networks in Finland.”
Irina Mihailova
- Professor of International Business, 1 February 2025–
- Doctor of Science (Economics and Business Administration), 2010
- Master of Science (Economics and Business Administration, Yaroslavl State University, 2002
Key roles and achievements
- Associate Professor of International Business, University of Eastern Finland, 2021–2025
- Senior Researcher, University of Eastern Finland, 2019–2021
- University Lecturer, Aalto University, 2014–2018
- Best PhD Thesis, Honourable Recognition, Aalto University, 2010
- Emerald Citations of Excellence Award, 2015
