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

HSE laboratory of logistics research refers to the consultancy on logistics audit of the company mostly, unlike many companies on the market, which carry out the range of complex logistics services. The most common consulting services in the field of logistics are warehouse logistics (design of warehouse complexes and technologies); infrastructure planning for logistics and production facilities; design and optimization of transport logistics; logistics audit and diagnostics of supply chains; modelling of the optimal sales structure; integrated transportation management; inventory management.

All things considered, the logistics market is really fast growing and perspective in future. The players of this market are various organizations providing different kinds of services from warehouse planning and complex logistics services to consulting only. Due to coronavirus infection there is doubt about the growth on the market, as consumer capacity will decrease. However, the tendencies of 2020 seem to implement robotization, artificial intelligence and other technologies in order to atomize several tedious processes in logistics.

2.6 Benchmarking analysis

It is essential to conduct a benchmarking to analyze the best practices of scientific units' popularization and implement the most suitable of them in the HSE Logistics laboratory. The units were chosen partly according to the interview, namely according to suggestions of the director of the Center for Organization of Science and Academic Development and another part was chosen according to the international partners of HSE School of Logistics laboratories. Those are universities, institutions, scientific laboratories and schools.

2.6.1 Student science center and student design and research bureau of ITMO University

The tasks and at the same time activities of ITMO science center and bureau include organization and holding of the all-Russian Congress of young scientists; organizing and conducting student subject Olympiads; participation in organizing and conducting scientific seminars (international, national and regional); organizing and conducting contests scholarships for research activities among students of the University ITMO; recruitment of young scientists for admission to the graduate school of the University ITMO; organizing competitions for students ' innovative projects; training of highly qualified personnel, identification of talented young people from among the students of ITMO University, holding conferences of young scientists and participation and arranging the grant competitions.

The main source of information about this science center and research bureau is the website of ITMO University. The information includes events calendar, annual reports about the activities of young scientists and scientific events with the participation of scientists and collections of scientific works of students and postgraduates.

There are a lot of partners of ITMO science center are Apple Inc., Yandex, IBM, Samsung group, Skoltech, Skolkovo, Mail.ru group, Alexandrinsky, Microsoft and others. Priority topics of research are smart objects, IT and robotics, IT in the economy, social sphere and art.

Overall, the science center of young scientists of ITMO shows itself as people who are interested in educating students, engaging in learning, science, and developing themselves and skills in various fields. To do this, they hold various competitions for the best scientific papers, contests to choose the best students for employment at ITMO, conducting scientific seminars on the different levels, award grants and write detailed annual reports on the scientific activities of young scientists, conferences and other events.

2.6.2 The Laboratory of Sociology in Education and Science of HSE University

The next good example is the Laboratory of Sociology in Education and Science of HSE University. The Laboratory was founded in 2007 at the State University Higher School of Economics in Saint Petersburg jointly with the program “Promoting Social Studies of Education in Russia” in the European University at St. Petersburg. The laboratory has a total of 29 employees, including the head of the lab, scientific staff, analysts and 18 research interns.

The main task of the laboratory is to develop modern analytical and comparative sociology of education and science in an international context. The principles of work in the laboratory are the active involvement of students in collective scientific research, combining quantitative and qualitative methods, field research and analytical work with data, as well as the possession of sociological theory at a high academic level and practical work on collecting empirical data.

As for the laboratory's activities, they are devoted to researching different sociological topics and developing projects both personal and collective. The common research projects and topics are children, educational systems, secondary professional education social network of adolescents, children's health and risky behavior, study of science and science metrics, social informatics and analysis of web data, and many subtopics of these themes. The laboratory is oriented on educational and research processes, that explains our two key work formats. These types include field studies and workshops. The field studies are arranged annually during summer expedition in the Leningrad and Moscow regions. During summer practice students from the 1^st year and older are engaged in gathering empirical material on collective projects and obtaining skills of field studies. Also, there are workshops on regular base of the laboratory and individual groups of developers who are joining discussion platform for discussing current issues of modern science, as well as field research and the key results of projects. There are also presentations of invited guests arranged.

One more important king of activity hosted by the laboratory from 2012 is international summer school of analysis of social network. The goal is to identify and show which research problems can be solved with the social network analysis and how it can be applicable in studies and strengthen other methods of analysis. The students and workers of “SLON” often take part in Russian and international conferences with their reports.

The laboratory “SLON” has many Russian and international partners. The sociological laboratory has close working relations with different HSE laboratories and scientific centers like Laboratory for Comparative Social Research (St.Petersburg) and Laboratory for Internet Studies (St.Petersburg). Russian partners also include Anna Akhmatova Memorial Museum (Russia), UNICEF in Russia and Red Cross in St.Petersburg.

As for the international partnerships, there are connections with Department of Sociology of Utrecht University (Netherlands), the University of Ghent (Belgium) and many other universities in Germany and Netherlands. Moreover, there are also special collaborations that include joint projects. 1) The collaborative project with the University of Wuppertal (Germany) is devoted to the study of the sociology of education together with urban studies, and is focused on the mechanisms of social and ethnic segregation of schools in Russia. The analytical skills and methods of German colleagues allow to open new opportunities in this field. 2) The next partnership of the lab with the University of Groningen from The Netherlands started in 2011, and has both research and educational aims. Professors from Groningen, one of the leaders of centers of social network analysis, Tom Snijders and Christian Steglich have visited SLON laboratory for giving several lectures and workshops on methods of social network research. Laboratory members visited Groningen for the internships and to consult with professors on dissertation researches and current projects. 3) Cooperation of the New York University and the Laboratory conducts data analysis on behavior of Russian kids (smoking, consumption of alcohol) and relationship between these forms of risk behavior with the socio-psychological characteristics of children and adolescents.

The source of information about the lab is the official website of laboratory on HSE site. The laboratory has the name with the meaning and logotype. The name of the laboratory was made from the abbreviation of the laboratory in Russian, which sounds like the Sociological laboratory of education and science. In Russian, the abbreviation sounds like SLON, and, therefore, the logo of the laboratory is an image of an elephant. Such a creative idea of individual style of the lab distinguishes it from other scientific institutions. Moreover, there is a gallery of photos from the laboratory's internal events, celebrations and souvenirs of elephants, which the employees bring from the trips. There is also section with press about the laboratory, which contains many interviews of the lab head and its workers on different up-to-date topics and researches. More important and convenient things on the website are the section of scientific works of the students, which they performed in the laboratory; the section of lab's publications with description and links and the section of several links on web sources of studies of popular international universities.

Overall, the laboratory of sociological researches “SLON” shows itself as really active, communicative, inspired by the science and new projects, creative, inspiring, attracting and involving students in scientific area, internationally friendly, it develops partnerships with international universities and centers and publish joint scientific works, conduct different educational events for students and participate in various scientific conferences.

2.6.3 The school of logistics of HSE University (Moscow campus)

The history of the origin of the school of logistics begins in 1999, first appeared the Department of logistics, then the division and the faculty. In 2015, due to the merger of the faculties into the one big faculty of business and management, the faculty of logistics was transformed into the school of logistics.

Currently, specialists in the school of logistics of HSE are being trained in a wide range of programs: from advanced training to a second higher education and an MBA in the new highly sought-after business direction "logistics and supply chain management in business". Most of the programs, including all long-term and training programs in logistics and SCM, are not implemented by any other training structure in Russia and the CIS. Despite bachelor's, master's educational programs and MBA the school provides additional education. Also, since 2004 the school has started publishing own scientific and analytical journal “Logistics and supply chain management”, and there is also a web version of the journal on the school's website and in the VK group. The work is underway to include it in international databases (citation systems).

The school has several departments for sciences and studies important to research: department of logistics, Basic department which belongs "Deloitte", department which belongs "Accenture" and others. The creation of Basic departments allows to attract specialists of the company to conduct classes and train students on materials based on the rich project experience of companies and the best international practices. Each department has the head and other employees who are interested in development and vigorous and productive activity of the department and regularly publish different kinds of information on the website, specifically it includes the reports about the presentations, conferences, protection of scientific papers, results and awards.

Furthermore, the school of logistics collaborates with international educational and scientific organizations. Thus, the lectures and workshops are held by specialists from the leading industrial and commercial companies, huge consulting and information firms such as Rosneft, Severstal, IBM, SAP, Toyota Motors, Microsoft Business Solutions and First Consulting Group. There are also signed agreements with companies which provide the students of the logistics school with educational and work experience internships other partners like Rosneft, FM Logistic, Baltika, SAP, Microsoft, etc. Moreover, modern information systems and software applications supporting logistics and supply chain management of companies are installed in the computer classes of the school of logistics.

According to international collaborations, the school of logistics partners in student exchanges are: The Kuehne logistics University and many others universities in Germany, Chung-Ang University in South Korea and one in Finland. The cooperation with foreign universities is also connected with creation of joint educational programs that provide students with two diplomas (HSE and a foreign partner University); implementation of international academic mobility programs for students and teaching of workers of the school; carrying out joint studies; organization of international scientific conferences and participation. Currently, the school of logistics is implementing a master's program of double degrees with the BBW University of applied Sciences (Berlin, Germany).

The source of information about the school is the official website, VK group Instagram. The school actively and regularly update the site with new information and VK group with interesting news in logistics, information about the internships and other useful and entertaining things. The site contains textbooks and scientific publications of the school of logistics, information about scientific events and presentations as well as video presentations by experts in the field of logistics and video courses for students entering the master's program. There is also press section about the school, including information about events and interviews with school leaders. The carrier section involves the section with reviews of graduates about the school, internships' information and the Logistics career club with various useful occasions organized by companies or experts. There is also a section with information about employees of the student Council with their contacts and information about scientific and non-scientific events, charity events, holidays and excursions to enterprises.

Overall, the school of logistics in HSE University takes part in active communication with students, encourages them to participate in conferences, exchange programs, scientific activity, non-scientific events and celebrations, excursions and charity programs, presenting students' papers and results of other works; provides them with the best conditions for educating, practice and theory experience from the partners-companies and international experience with foreign universities. Modernity and sociability in social networks with students, regular maintenance and updating of the site allows the school to be closer to students, to be a place where people enjoy communication and scientific activities.

2.6.4 The BBW Hochschule - University of Applied Sciences

The next example is University of Applied Sciences The bbw Hochschule, which is more closely-linked with the economy of the Berlin-Brandenburg region and local business associations than any other universities. The university supports the economy of the region and helps it meets its needs when it comes to competent specialists and management staff. The university offers students attractive study courses, whether as extra-occupational, full-time or dual course. Dual courses are organized by companies which provide theory base, practice and possible work in the company. These courses suit those people, who will be able to combine study and work and to cope with possible difficulties. However, the training company is ready to pay the cost of the course and pay for student training allowance.

Erasmus + is the program of European Union, which provides opportunity for students to participate in individual mobility/exchange program and study abroad in European universities. The university encourages this program, as it allows students to meet different cultural and social traditions, improve their career prospects, try and know about another education and learning methods. Erasmus also allows students to take part in internships abroad in various enterprises. About two million students will benefit from Erasmus+ by 2020 (Hochschule, 2020). In order to raise the attractiveness of educating abroad, students also obtain an increased monthly mobility grant, especially for those countries, which have high level of living and high living costs. After receiving a diploma, the student has opportunity and high probability of getting a job abroad.

Current projects of Hochschule University include unification of young specialists and organizations for developing new and innovative project, attract funding for them and transfer the research results into economic practice, into training and further education.

As for partnerships of the university, bbw considers this as really valuable collaborations with local organizations like DB Engineering Consulting GmbH, Sheraton Berlin Grand Hotel Esplanade and others, which are able to provide students with practical experience in the workplace.

Overall, the bbw Hochschule provides students big opportunities for their development: providing courses of various types, internships and education in the companies for free, studying in other countries with getting a grant for living and opportunity to stay and work there via Erasmus+ program, support and help of local economies, collaborations with leading companies, opportunity to get bachelor's and master's education of high quality, which allows to become in-demand specialist in the studied field.

2.6.5 The HSE Institute for Statistical Studies and Economics of Knowledge (ISSEK)

The institution was founded in 2002 as research structural unit of HSE University, the purpose of which was the conduction of scientific researches, providing consulting services and implementation of higher educational programs and programs of additional education. Lately, in 2014 this research unit was given the status of “Center for Advanced Research in Science, Technology and Innovation.”

Nowadays, ISSER consists of 20 centers, including various research units on different statistical and technological topics. Totally, there are 200 employees in the institution. Moreover, as the institution is really big, it has supportive centers that help to regulate and maintain its working activities. So, there is a center of international projects, which is aimed at support of the institution with international cooperation, analysis and development of proposals for it. The international connection is also maintained by the center “National Contact Points 'Mobility', 'Societies (INCO)', and 'Science with and for Society”, which purpose is to increase the effectiveness of scientific and technical cooperation between the Russian Federation and the European Union in certain directions. There is also a “Competence Centre for Cooperation with International Organizations”, which ensure the cooperation of HSE researches with international organization. Thus, the institution tries to maintain the international cooperation and create new opportunities for knowledge exchange with the foreign scientists and scientific organizations. So, ISSEK has a partnership with various leading international organizations, such as Eurostat, European Commission, UNESCO, participate in international scientific networks (ERA. Net RUS, MEIDE, Globelics).

Furthermore, the institution provides educational programs. In 2014 it created master program about science, innovation and technology management, where the researches are teaching. So, the department of educational programs was created on the basis of the institution in order to regulate the faculty. The master program has a partnership with the universities from Korea, German, Turkey, and Netherlands. ISSEK, also provides short educational courses for students, employees of other universities, companies and governmental bodies of Russia and other countries.

As the institution has a great research experience, it started to create the statistical collections, which are posted by Spring publisher. Moreover, it has its own magazine called “Foresight and STI Governance”, which is in the Scopus database and occupy the leading position in the Russian Science Citation Index (RSCI). Consequently, it has an editorial office, as a part of the institutions.

The institution also provides consulting services, it has projects with the Presidential Administration, development institutions, large companies and universities Government, federal and regional executive bodies.

The main source of information about the institution's activities is the official web site on the basis of HSE. To maintain the scientific communication, the institution has a special employee, who provide the actual information on the official website. Moreover, it has a corporate style on its page with blue colors and a special logo, which allows to capture the idea of the institution and to distinguish it from the competitors. Furthermore, it uses social networks and upload interesting content regularly there in Vkontakte, Facebook, YouTube, Soundcloud (podcasts "According to statistics", speeches by professors on different radio waves of the country), Yandex Zen (video content). Moreover, institution participate in various scientific events: international and local conferences and organize their own research meetings.

Overall, ISSEK is very big institution with numerous directions of research, lots of units and directions of popularization. So, they provide educational programs, develop partnerships with international universities and organizations, edit its own magazine and publish its scientific findings in famous recourses, maintain social media activities and participate in various scientific events and organize its own. In order to promote the institution's activities, the official website should be fulfilled properly.

2.6.6 The Pan-European Institute (Turku School of Economics)

Another scientific unit that was advised for the analysis by the director of the Center for Organization of Science and Academic Development is The Pan-European Institute, situated in Finland. It is a multidisciplinary institute with about 20.000 students. The official website has a clear logic and the main services and facilities of the institute are presented on the first page.

The institute is very orientated on cooperation with the business sphere in its academic activities, it provides an opportunity for students and companies to unite in order to be beneficial for each other. For doing it suggests companies to make a collaborative project, when students are involved in real process of the company and aimed to solve the problem or a task. Also, it provides examples of such projects on the website. There are other possibilities for companies to cooperate with student: company can request for the research; which student can implement as a part of his/her thesis; business unit can hire the student of the institute as an intern or recruit a student or new graduate via the website of the Career Service of the institute. The institute also offer companies to become its partners. For the better communication between students and companies the institute created collaborative platforms according to disciplines of the university. In represents the website with the description of its possibilities.

As for the educational part, the institute provide consulting services and professional personal development and trainings for companies and communities. Another direction of institute's activity is entrepreneurship, it provides conditions for interdisciplinary researches and has a special effective training program for innovative creators of startups.

The institute post its researches on the website and half of them is in open access for all.

There is a section for media representatives on the website where there are a media bank with photos, information about events, news feed that may be interesting for website visitors and contact information for media representatives.

Thus, the institute has a focus on partnership with business in various forms, which gives its students great opportunities to have a practical experience and increase the awareness about the institute on the market of commercial orders and academic one.

2.6.7 LUT University: LUT School of Business and Management

Educational and research activities of LUT University are focused on continuous business renewal. It conducts various researches in order to have actual information about success factors of business units. The school is aimed to improve the practical impact of scientific researches and that is why it is closely connected with companies.

The cooperation with business units is provided by the special department called “LBM Business Studies”, where there are a research group in the sphere of entrepreneurship. The group is aimed to provide the connection of students and companies and their collaborative researches. The cooperation is reflected in the fact that companies request about 400 master's theses a year and students solve real business problems during some courses. Another function of the group is the searching for partnership with research universities, other scientific units, both local and international.

Speaking about close connection with the industry, school has a special recruitment services for helping companies to search for talented and motivated employees.

The school perform interdisciplinary researches and consider it as a beneficial factor in scientific activities. So, it cooperates with other university's scientific units and publish the results of their cooperation on famous international scientific forums. Having a great research experience and facilities, it offers research service for companies, namely commissioned research, which should be paid by the company. In comparison with the student collaboration projects they are conducted confidentially, and research results are the property of the company.

As for the events, the school regularly arrange the strategic seminar, aimed at creation of cooperation with business and industries. It has a special service there the company can place a vacancy and hire students.

The university has a special section on the website with photo and video resources for media and contact information for the cooperation. To increase the awareness about its activities the university use the following social networks: Facebook, Twitter, Instagram and YouTube. Moreover, the content is unloaded regularly.

This university is really orientated of implementation of research results in real live business processes. That is what it uses the collaboration with business units in its researches and in the educational process of students. In doing so they arrange special event to maintain that cooperation and research for new partners and has a department, which purpose is the same. Moreover, it develops its social networks in order to popularize its researches and other scientific activities.

2.6.8 Friedrich-Alexander-Universitдt Erlangen-Nьrnberg (FAU)

FAU is one of the largest universities in German with about 40 thousand students. The university is focused on interdisciplinary research and teaching, when the researchers go beyond boundaries of one subject.

In need of interdisciplinary researches, the university is orientated on collaboration with other scientific units. It supports this type of research a lot: in search for partners and provide an access to institutions and strategically important partners and financially. As for the financial part, the university provide Grants for excellent researchers, who achieved outstanding results in their researches. Nevertheless, the main source of financing is German Research Foundation, which plays a great role in the development of the university's researches.

In order to support interdisciplinary researches FAU created Collaborative Research Centers and Transregios, which are the research institutions that have a great funding.

The university also has a Research Training Groups, that are aimed at helping young researchers. Doctoral candidates have the opportunity to implement their research as a part of research program coordinated and supported by senior researches. The university is involved in 14 that research groups and coordinate 12 from them.

Another supportive project of FAU is Emerging Fields Initiative. This project is aimed at outstanding interdisciplinary researches. The researches are selected strictly, and the best ones become financing by the program. The university claims that that system of internal funding contribute to its reputation and make it more attractive for partnership and collaborations among German scientific units and all over the world. According to the website, there were chosen 7 projects at the last selection, that receive the funding for about 3 million euro.

The university has the special section “Press office” with actual information about events, publications, photos for press and social networks information.

Thus, the university is really focused on interdisciplinary research and develop various channels of reaching the partners form various countries. That is rather beneficial for scientific researches and raise the reputation of the university internationally. Also, FAU successfully use the tool of internal funding to draw researches, which also contribute to it awareness on the academic market.

2.6.9 The National University of Science and Technology MISIS

There is a department that is aimed to find perspective companies for the partnership and the university provides its student with the opportunity to complete an internship in them. There is a section on the website, where companies' applications are placed. Also, there are vacancies for full-time employees, who are new graduates of the university. For example, there is an agreement of partnership with Sberbank company.

The university also helps students to promote their scientific developments to the market. For this purpose, the center for commercialization of technologies was created. The specialists from this center evaluate the perspectives of commercialization of new technologies, help with their patent protection and suggests a promotional strategy. Moreover, they search for investors for future development in Russia and abroad. For doing so, the university develops partnership with business units.

Another tool for student's motivation in researches support is various scholarships for outstanding student. Most of them are arranged and funding by the graduated student in order to support the development of their university and contribute to science development. Furthermore, the university has fund, called Endowment, which is financing by the graduates and partners. Its main aim is the development of university's activities.

As for the events, the university participate in various conferences and arrange refresher course. It posts information about ongoing researches, science achievements and news of university.

The university has an active publishing activity. So, it has its own Publishing House NUST "MISiS”, there scientific publications, educational literature and journalistic literature are published. It cooperates with about 30 universities in Russia and CIS countries, those buy literature and use the publishing services of printing house. Moreover, the university has its shop, where printing materials are sold as well as goods with MISiS logo. The university also has its own newspaper called “Steel”, which is a publication of its Academic Council and other public organizations.

Overall, great student support of the university seems rather beneficial for development technologies' and the university in general. For that purpose, the university also develop partnership with companies which contribute to its brand awareness a lot. Moreover, by maintaining the relationships with its graduates, the university gets financial support from them.

Summarizing all benchmarking analysis of scientific schools in Russia and abroad, it is needed to highlight several trends. The first one is the tendency of foreign universities to focus on close cooperation with businesses and interdisciplinary research. They consider that seeking and cooperating with as many partners as possible and carrying out research projects with students contributes to the best promotion of the university. The second trend is that Russian universities do not have clear and exact aiming on the development of one thing as in foreign countries. Russian ones demonstrate the tendency to develop in different sides in attracting specialists, partners and specifically active involvement of students into scientific activities with support in achieving students' goals in studying, encouraging them to conduct researches and presentations and participate in conferences.

Consequently, the range of needed analyses conducted according to the logistics laboratory's activity and its external environment allow us to provide several recommendations on promotion of the lab based on the results of analyses including the experience of other universities.

Speaking about the subsequent development of the thesis, this topic may lead to the comparison of market of academic researchers with the market of goods and services. In this case some business promotional strategies can be tied to be adapted to academic sphere and some methods may be beneficial for science popularization and laboratories promotion. Furthermore, as we are aimed at exploring of promotional activities for global academic market suitable for HSE logistic research laboratory, future researches may be dedicated to development of advanced and more detailed strategy toward any channel of promotion, for example, Internet or media. Moreover, the promotion of Laboratory inside the University may be observed. Though, our research is dedicated to external promotion, the laboratory may rise its reputation by conducting interdisciplinary researches and cooperation with other HSE scientific units.

3. Project section

According to the interview, the Academic Advisor of the logistics laboratory notices the possibility of attracting students of HSE studying on the master program “Strategic Logistics Management”. We suggest that drawing HSE students to the laboratory can be one of the primary steps for laboratory awareness increase, as that action is not money consuming and can be implemented without any losses. Nevertheless, this action can positively influence the laboratory operations, due to additional help of master students in research activates and growth of laboratory awareness inside the university

As for the methods of student's involvement, they can have a possibility to have a practice in the laboratory. This will be beneficial for both: students can get the experience of work in real scientific laboratory and implement tasks that are useful for their professional development; the lab will get motivated trainee, who can help with some researches, consequently, they will be implemented faster; moreover, the laboratory will become more popular among students and inside HSE, as well as the logistics researches; it creates a base of potential scientific employees. Furthermore, interns can be hired for some special big projects on the laboratory, when the additional help is needed. Candidates for the trainee position can be selected according to their academic performance (position in educational rating), research experience, personal characteristics and motivation. Another activity, that can be implemented in order to gain the stated benefits, is the possibility for master students to implement their master thesis with the help of researches of the lab, as academic advisers. For doing it, the lab can propose its own topics which seems the most actual to its researches or look for the request of students and choose the interesting ones.

As it was already mentioned, this cooperation contributes to rise of awareness of the lab among student and in academic circles, leads to more logistics researches due to additional help and form a base of potential scientific employees, drawing people to the lab.

Another benefit of lab cooperation with master students of the program “Strategic Logistics Management” is the possibility of connection with partner companies. In this case the logistics laboratory becomes a platform for collaboration of students and companies.

Companies that becomes partners of the laboratory get the access to the students and vice versa. Partner-company can request for the research or a task solving in the logistics sphere to the lab and that project will be implemented by students under professors' control for free. Such “collaborative projects” can be introduced as a part of educational program and be evaluated. According to such collaboration, students by getting experience of solving real working tasks gain competitive advantage in comparison with other employee and possibility to show their best to the companies' representatives. The partner companies get the solved problem and a base of potential employees. Moreover, company can request for a needed analysis, which successful students can implement as a part of their thesis.

Such collaboration will be beneficial to the laboratory, also, as constant connection with companies allows it to get requests for more complex tasks for a fee. That will also benefit in terms of awareness about laboratory on the market of commercial orders and allow to get more orders and get financial reward that can be used for further laboratory development.

In order to provide the laboratory with partner-companies the laboratory can hire a special employee that will find such companies and coordinate cooperative projects.

As for the potential partners, companies-partners of HSE University (St. Petersburg), that have logistics department or operate in that sphere, can be contacted. From the list of them the most perspective companies for cooperation are:

· “Delovyye Linii” is a logistics company which provides a wide range of transport services. It provides students with the opportunity to complete the practice in the company and get recommendations for further career development or get the position in the company. Moreover, they have a logistics department in St. Petersburg, which can cooperate with the laboratory.

· “Lenta” company has a central office in St. Petersburg, where the main decisions of the company are made, and suggests student to have an internship in various departments. Logistics department is also presented. Moreover, the company in involved in partnership with SPbU, where master students implement such collaborative projects on Lenta case as a part of learning course.

· “Ilim Group” has a program for summer internships and seek for talented and motivated students. To draw such people to the logistics departments of the company the company may let students know about such opportunity be cooperation with the logistics lab and implementation a collaborative project.

· “Baltika” is a leading brewing company and part of the international Carlsberg Group, which has office and logistics department in St. Petersburg and provide students with great opportunities for development in their company. Such aiming on young specialists can lead to their involvement in partnership with the lab for collaborative projects and other projects.

The stated companies were chosen according to the existence of the logistics functions in the organization and their nowadays orientation on student of leading universities and possibilities to have an internship there.

After the increase on lab's awareness on the market of commercial orders more significant governmental bodies start to order some projects. Moreover, they can be offered to participate in collaborative projects, too. First of all, that may be organizations that has already cooperated with the laboratory:

· St. Petersburg State Unitary Enterprise “Passazhiravtotrans”.

· Committee of public service and personnel policy of the Administration of the Governor of St. Petersburg.

Furthermore, other governmental bodies can be offered to collaborate:

· Administration of St. Petersburg.

· Committee for the Development of Transport Infrastructure of St. Petersburg.

· State unitary enterprises: “Metro”, “Vodokanal”, “Lensvet”, “Gorelectrotrans”.

Overall, by collaboration with student of logistics department and bringing them lots of benefits for education and future career development, the laboratory, also, gets useful contacts that contribute to its development in research sphere, bring new source of finances and increase its awareness, consequently, improve the reputation of HSE University.

As the promotion of scientific works and researches is the main goal of the science laboratory, one of the best ways of promotion in the global academic market is publishing the results of the laboratory's researches. There is a need to find suitable international databases and journals, which are have high popularity among the scientists and specialists in this field. We are aiming on quartile 1 journals, as quartile 1 and 2 journals are the most authoritative domestic and international publications for several reasons. These journals have big authority because of high rates of citation, detailed analysis of the research problem and accuracy and clearness of the document structure, perfect uniqueness of the papers, practical or experiment part is made on the basis on the use of advanced and up-to-date methodologies. In order to become an authoritative person in the academic market and distribute research results, it is needed to choose reputable journals. For the search of such journals, the website scimago.com will be used with choosing the Business, Management and Accounting as a subject area and entering logistics in the search box. Out of the range of various journals suitable for these characteristics we are choosing only those which have Quartile 1. Consequently, after doing this we can distinguish the journals, where the logistics lab can apply and be published. They include:

· International Journal of Physical Distribution and Logistics Management,

· International Journal of Logistics Management, International Journal of Logistics,

· Research and Applications, Journal of Business Logistics, Naval Research Logistics,

· Journal of Humanitarian Logistics and Supply Chain Management.

As the promotion on the academic market include not only publication in prestigious journals, but also performing at conferences, we need to find those, which can help the laboratory to present its studies and results, attract sponsors, meet the colleagues and other experts, develop networks of the lab and the university, agree on partnerships and joint projects. Choosing the conferences to participate, we rely on the conferences where other laboratories, schools and universities take part in. The scientific events that can be considered for participation:

· Analytics for Management and Economics Conference - АМЕС,

· Smart City Expo World Congress (Barcelona, Spain),

· SITL - international exhibition of transport and logistics (Paris, France),

· SIL - international exhibition of logistics and materials handling (Barcelona, Spain),

· Logistica "Move, Store, Pick, Deliver” (Utrecht, Netherlands),

· Smart manufacturing systems summit (Sochi, Russia),

· Lean forum - congress with the participation of top managers of the largest international companies and the world's leading consultants on lean technologies (Nizhniy Novgorod, Russia),

· Euro-Asian conference "TRANS-Euro-Asian logistics platform: practices, products, markets” (Moscow, Russia),

· International scientific and practical conference "Innovative economy in the context of globalization: current trends and prospects" (Minsk, Belarus).

For promotion in academic market it is also important to develop the international partnerships and cooperation with other universities. This contributes to developing networking, experience exchange, exchange of students for knowledge exchange and developing globalization, learning new culture and traditions, unification of the most successful scientists and students in related fields for joint productive work, writing papers, creating innovative projects and others things. It is considered that the potential partnerships for cooperation with the logistics lab should be connected with the field of logistics and supply chain management directly, but also economics, management and business. Moreover, the partners should not be so far from Russia geographically. Potentially, they can be predominantly from Northern Europe, as it is close to St. Petersburg, and the rest can be from all the Russian Federation and all Europe. Universities that can be considered by the laboratory for cooperation:

· The Kuehne logistics University (Germany),

· University of applied Sciences wьrzburg-Schweinfurt (Germany),

· European business school of the University of Reutlingen (Germany),

· Lappeenranta University of technology (Finland),

· BBW University of applied Sciences (Berlin, Germany).

Furthermore, one more important way of promotion is participation in competitions for grants. In order to apply for grants, the laboratory can contact the Russian Science Foundation to participate in the Presidential research projects program. This program includes competition of initiative projects of young scientists; competition of scientific groups led by young scientists; competition of world class scientific laboratories and competition of research based on the existing world class scientific infrastructure. As for other Russian funds, there is Russian foundation of fundamental and basic research. The range of contests are held for the best projects of fundamental research carried out jointly by this Foundation and various international universities. According to the results of the competitions, the researches on logistics won in these contests, thus, the logistics lab of HSE have the opportunity and chances to win.

For increasing the popularity of the laboratory outside the university and popularization of its results, we need to orient not only on academic market, but also on attracting general public. For this the laboratory needs to enter into cooperation and negotiate with urban venues for events, parks, lectures, cafes or restaurants, and other places where the public gathers. For example, in the creative space of New Holland Island, weekly lectures on various topics are held in lecture halls that people come to listen to. Lectures can also be held in the following cafes: Black Books, Dead Poets, Bakalavriat, Rubinstein, Social club and many others, which provide conditions for holding the lectures and other scientific events. The laboratory can also try to participate in scientific and different youth festivals like “Kampus”, “Pint of Science” and others.

This is necessary to educate other people who are not too interested in science and show them that science can be engaging, useful and applicable. Moreover, as there is digitalization tendency in the world, almost everyone does many things online and spends a lot of time in the Internet. Thus, it is the necessity to promote the studies, its results and activities of the laboratory through the Internet these days. For example, website of the lab can be updated and improved, while the group in VK can be implemented to publish the information about news, researches, internships and events in informal way. In order to provide stable and productive work of the lab's website, which will be logical, comfortable to use and attractive, there is a need to hire the one or more specialists on programming, marketing and promotion. A specialist can be hired from marketing agency or founded in the HSE University among students. The generated recommendations are clearly and in details shown in the Figure 1 below the text.

Nowadays science popularization is extremely popular activity and various scientific units, such as universities and laboratories, promote themselves and their research results. Promotional tools, if selected successfully, allows to attract various groups of people, that depends on the aim of scientific unit, that can be students, applicants, new research employees, professors, representatives of large companies and governmental bodies and partners. Such tools are beneficial not only because of drawing the stated groups, but also due to the rise of the popularity of the scientific institution and creation of its positive image. Moreover, international cooperation is quite popular nowadays, as it provides an exchange of knowledge of people with different research experience.

After the analysis of external environment, internal conditions and benchmarking of successful scientific units in sphere of their popularization, the appropriate promotional activities for the HSE logistics laboratory were designed. They were carefully chosen according to the aims of the laboratory and its target audience. As for the lab's aim, it is to increase the awareness of the laboratory and popularize the results of its researches, which, in their tern, leads to improve of the HSE University brand. According to the aim, the promotional activities were design to draw the certain group of audience. So, student of the logistics department should be attracted to increase the awareness of the laboratory among HSE students, professors and other scientific units. Moreover, additional research help will be beneficial to the laboratory. So, possibility to implement the practice in lab, write a master thesis with the help of researches of the lab, as an academic adviser and collaborative projects with companies-partners are proposed. That allows students to gain research experience and experience in solving real working tasks. Such cooperation with students makes laboratory builds the relationships with companies that have a logistics department or operate in that sphere. The lab can offer them a partnership, when students will solve their cases or problems as a part of educational course under the control of professor for free. Such free cooperative projects will lead to orders to the lab for solving harder tasks of the company for a fee. Moreover, governmental bodies can be a partner for collaborative projects, as well as order a payable project. The potential partners for the cooperation are stated in the research.