Global promotion of HSE Saint Peterburg scientific laboratory of logistics research: academic and commercial perspectives

Another target audience is universities for partnership from Russian and abroad. The following activities should be implemented for their attraction: publication in scientific journals on logistics topic, participate in scientific events, apply for grants for researchers, request for partnership with leading universities. The certain journals, events, grants and partners are stated in the research for laboratory popularization.

It is also important to popularize the researches to the general public. For doing it, it should be reached through social networks and media, on certain events, that can be used for popularization.

The presented results have a practical significance for the laboratory operation. The implementation of the stated promotional activities allows it to draw target groups of people and contribute to the awareness of the lab. Firstly, that will be awareness among students of the logistics department and HSE professors. Secondly, other scientific units of HSE University become aware of the lab and its researches. Next is that companies-partners allow it to rise the reputation on the market of commercial orders. At the same time, by using such promotional tools, as publication, grants, research events and partnership, international and Russian universities will be drawn for collaborative work. Moreover, by developing the social media channel and popularization events the general public will be reached. The attraction of the stated groups contributes to the general aim of improving the HSE University brand, by making the logistics laboratory operate in a more-effective manner. Furthermore, the presented activities can be used by other research units, with their adaptation to the sphere of scientific operation. The general recommendations can be applied with changes in the specific names on companies, governmental bodies, journals, events and partner universities.

Each study contains certain limitations that affect the scope of its application, and this research is not an exception. Since the laboratory focuses on the logistics industry and supply chain management, the limitations of this study involves the fact that it is impossible to compare this particular logistics laboratory with the same logistics one somewhere in Russia or abroad. Therefore, this research contains the sample of universities and schools in the benchmarking analysis, which includes Russian and foreign scientific institutions specializing in other fields of science, research and activity. This limitation could be overcome, if some kind of logistics laboratory appears that can quickly promote its studies in the academic market and its services ind commercial market and become well-known, then future researchers will be able to explore its tools of promotion and apply them in case of logistics laboratory in St. Petersburg. Also, elimination of limitations can be, if future researches can find such a logistics laboratory and make a benchmarking analysis to analyze its experience, activities and promotional methods to use in the promotion of this laboratory in St. Petersburg.

As regards to the other methods that could be used in the paper, it could be possible to conduct a questionnaire of experts on how and by which tools to attract scientists and specialists, popularize science in the academic market, in the commercial market and to the general public. The experts can be attracted from foreign reputable universities or centers and organizations which are involved in science development. The results of the survey could be certain effective methods of popularization and promotion supported by expert opinion. The study could also use interviews with representatives of the research or other influential institutions. Consequently, we may obtain the same results, as we got by analyzing their websites and promotional activities. However, we could get more detailed description of methods for promoting and popularizing the results of scientific researches in the results section.

Talking about the further development of the thesis, the study can be expanded to comparison of methods of academic researchers' market with the market of goods and services. In such situation, the methods and strategies which are applied in business for promotion of goods and services can be used in popularization of science and scientific institutions promotion in academic market. Moreover, as the goal of the research was the proposing the appropriate tools for global promotion of the lab in academic and commercial markets, future developers can conduct more advanced strategy of promotion for it with the use of other promotional channels, for instance, via media or Internet. In addition, the topic might be expanded to research in internal side of the University system. This study was directed most of all to external promotion, whereas future researches can be devoted to promotion of the lab within the university. It allows laboratory to increase the awareness among HSE structure, if the lab is able to develop collaborations with other HSE scientific and educational divisions and carry out the multi-profile researches.

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