The aim of the research is analysis of interaction between cultural heritage and creative industries and studying of modernization processes within this interaction. The object of the research project is cultural institutions and organizations of creative industries.
At the first stage of the study mainly qualitative research methods were used. The main emphasis was placed on the analysis of theoretical works in economics and management of organizations and institutions of creative industries and cultural heritage, as well as collecting, organizing, and studying the factual material in the field of practices of interaction between the creative industries and cultural heritage. As the result of this work a selection of best practices in the organization of interaction between cultural heritage and creative industries in Russia, Finland and China was formed.
Within the first phase of the study theoretical and methodological principles of interaction between cultural heritage and creative industries were formulated, a detailed analysis of the interaction of practices at the regional and national levels was conducted.
The most significant results of the study are following:
1.1. The study of theoretical and methodological problems of interaction between cultural heritage and creative industries, including the development of approaches for building a model of innovative collaboration between cultural heritage and creative industries, development of principles for systematization of innovations in the field of culture and, in particular, arranging interaction between cultural heritage and creative industries, specification of opportunities and ways of dissemination for cultural heritage and creative industries.
2. Within the analysis of theoretical and methodological issues of study on the interaction of cultural heritage and creative industries the analysis of conceptual framework was conducted; the position of creative industries in the socio-economic transformation was defined; the role of creative industries in the innovation process was discussed; approaches to the definition of "creativity" were systemized. It is shown that the study of the relationship of economics and culture in the existing economic models allows for more comprehensive discussion on the phenomenon of creativity as a factor in the innovation processes. Cultural industries as a form of innovation in the management of organizations and cultural institutions were examined in details, a definition of innovation in the context of cultural activities was provided; an analysis of dissemination fields for cultural values and products in the context of the interaction of cultural heritage and creative industries was conducted; periodization of cultural values propagation was proposed and the prospects for the development of Russian cultural values dissemination with identification of the key strategic directions of its development at this stage were considered.
3. 2. Comparative analysis of foreign experience of cultural organizations and creative industries functioning, forms of preservation and development of cultural heritage in conjunction with creative industries, depending on national circumstances of culture and creative industries in some countries (Finland, China) and regions of Russia (St. Petersburg, Perm).
4. Based on the analysis innovative approaches for promotion interaction of cultural heritage and creative industries in the Russian practice of cultural management as well as the innovative strategy for cultural development and quality of life improvement by the example of St. Petersburg are described in a report. As one of the promising areas of innovation the authors suggest introduction of balanced scorecard system in the management of cultural organizations, the possibility of using the system as a tool for strategic management in museums is presented.
5.3. Formation of best practices database of cultural heritage and creative industries organizations at the regional and international levels. The report gives examples of the interaction between creative industries and cultural heritage, implemented today in China, Finland and the Russian regions - St. Petersburg and Perm.
6. 4. Analysis of sectoral peculiarities of interaction of cultural heritage and creative industries was conducted on the basis of research on interaction between musical culture and creative industries through the lens of consumer preferences, the analysis of features of museum’s festivals, gastronomic heritage and cultural tourism.
7. Within this analysis, two surveys were conducted - one of visitors of the Great Hall of St. Petersburg Philharmonic, the second – experts representing tourist agencies, catering facilities and specialists on territorial marketing.
8. As a result of the survey, it was concluded, that innovative forms of organizing concerts to be implemented not necessarily in the concert program content, rather than in development of additional services in creation of comfortable ambience before the concert, during intermission, development of information technologies.
9. The purpose of the second survey was to determine the possibility of building a gastronomic brand of a tourist destination. The study showed that there is a need to apply an approach of building a gastronomic brand based on restaurant business as part of creative industries.
10. In addition the first version of method for measuring the interaction of cultural heritage and creative industries - semi formalized interview has been designed and tested. A survey of experts in three countries in order to obtain empirical and factual material about the prospects and forms of cooperation between creative industries and cultural heritage in three countries: Russia, Finland and China is planned to conduct next year.
11. Materials of the research were actively used in the learning process when writing term papers and graduate qualification papers. The thesis project of A. Sorokina, made on the subject of the study under the supervision of V. Gordin, took the first place in the competition of student research papers on “Management” of the HSE.
12. Main foreign partners of the research project are the following:
1. Fan Zhou, professor, Dean of the Institute for Cultural Industries, Communication University of China, Beijing, China (http://www.cuc.edu.cn)
2. Panfilo Aleksander, Center for Markets in Transition, Aalto University, Finland (http://cemat.aalto.fi/en/)
3. Karhunen Päivi, professor, Aalto University, School of Economics, Small Business Center (http://pienyrityskeskus.aalto.fi/en/)