Global Promotion of HSE Saint Petersburg Scientific Laboratory of Logistics Research: Academic and Commercial Perspectives

Science popularization is quite an important and perspective activity and direction of study as more and more people understand the significance of science in people’s life. Along with the most important fields of science, logistics plays a significant role in the modern world. Moreover, logistics is one of the most innovative spheres of research, as such present trend as digitalization and automatization allow researchers to study various new aspects in this sphere. The goal of the paper is to create a set of promotional activities for scientific Laboratory of Logistic Research (HSE University, St. Petersburg). In this research we analysed the operational activity of the logistics laboratory of the HSE university. For doing so, two in-depth interviews with the director of the Center for Organization of Science and Academic Development and Academic Supervisor of the logistics laboratory were conducted. After implementation of marketing analysis (SWOT, PEST, market analysis, Segmentation, Targeting, Positioning and Benchmarking analysis) and according to the data gained we suggested a new set of activities for the lab promotion and our recommendations toward their implementation. As for the research results, there are methods for promotion on the academic market: specific journals to publish researches, grants to apply for, scientific events to participate in and potential research units for cooperation. Also, collaborative projects are proposed for promotion of the lab among HSE students and on the market of commercial orders. Moreover, there are stated events and recommendations for popularization of the results of the laboratory’s research to the general public. Overall, the presented promotional activities contribute to raise of the awareness of laboratory brand as well as the popularity of Higher School of Economics University in international academic sphere and lead to popularization of lab’s research results. Key words: science popularization, logistics, scientific laboratory, promotional activities.