Interview with Valentina Coppola

FROM CULTURE TO MANAGEMENT, THE LEADER OF BAA FERRARA IS SOMETHING OF A RENAISSANCE WOMAN


She holds a degree in Classics, a PhD in Archeology, a Master in Economics of Tourism from Bocconi, and an Executive MBA from SDA Bocconi School of Management. She is currently filling the position of Treasurer of the Bologna Music Conservatory, and has the desire of pursuing a career as consultant for innovative startups. Valentina Coppola, leader of the Ferrara Chapter of the Bocconi Alumni Association (BAA), is all this and more.
 
➜ Your career has developed around the double theme of culture and management. How do you handle the administration of an institution of higher artistic education such as a music conservatory?
Having to deal with a multiplicity of individuals and organs with different needs requires a great elasticity of mind: it is a very challenging environment, very dynamic, in which many projects are realized and where there is a tangible enthusiasm coming from the people. By contrast, institutions like ours still suffer from a centralized bureaucratic mindset, which particularly translates in the lack of real autonomy. One example is selection of personnel, where we're still unable to free select the best talent freely, contrary to what happens in the case of student admissions.
 
➜ How did you begin your career?
After graduating in classic literature and earning a doctorate in archeology, I did a long period of research between Athens and the Peloponnese. I am a Byzantium scholar. Then I landed a job at the Academy of Fine Arts in Bologna, where I was in charge of project management, procurements, and an interesting project on startup incubation in creative industries. Finally, I arrived at the Bologna Conservatory, where I was appointed to my current position by the Board.
 
➜ What was the role that your Executive MBA played in your turning toward administration and management?
Prior to my MBA, I also attended several specialized courses at SDA Bocconi, but the executive master program gave me the tools to introduce managerial practices in the public sector. Which, in fact, enjoys a great advantage in terms of resources: from the point of view of resources: by virtue of the wealth of heritage, you can attract talent and investment, also from abroad. What's still missing, however,  is the tolerance of risk that is characteristic of the business world. We have to be more daring. Cultural institutions should learn to think big and strategize accordingly. I'm trying to put the experience that I've accumulated to good use also in another area: Art & Start is being born; it's a consulting firm that aims to give support to young companies that believe in creativity as a driver of growth.
 
➜ Since July 2016, you've been leading the newly-formed Ferrara Chapter of the Bocconi Alumni Association. What lies in store for Ferrara?
In collaboration with local companies, we are developing a program of activities on the double strand of innovation and sustainability.
 

by Andrea Celauro
Translated by Alex Foti