Developing a Market Strategy of Leadership for Russian HEIs in the Intellectual Service Market

  • Galina AstratovaEmail author
  • Elena Dvoryadkina
  • Natalia Vlasova
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


The purpose of this paper is to study the theoretical and methodological issues of developing a marketing strategy for university leadership in the market of intellectual services and to develop recommendations for the achievement of leadership of Russian universities in the global market of intellectual services. The study was carried out according to the authors’ method, developed on the basis of the phased use of the following known methods: (1) monographic desk research and (2) field research (expert poll survey). Data processing was carried out in the program SPSS and Wortex-31. The authors considered it necessary to regard the problems stated in the article in the context of the study of the following main issues: (1) specificity of intellectual services in the innovation economy, (2) the concept of “leadership” and the strategy of leadership of universities in the market of intellectual services, and (3) marketing strategy of leadership of Russian universities in the market of intellectual services. The results of a long-term study (from 2000 to 2017) are presented, including an expert survey that allowed to (1) reveal the features of intellectual services, (2) position the features-leaders that make up the main content of the category “intellectual services,” (3) develop a complex of marketing of intellectual services offered by the university to the market, and (4) recommend Russian universities to implement the strategy of “expanding market share,” in which market leaders have the opportunity to increase profits by expanding their market share of intellectual services.



The authors are grateful to all those who helped and supported them in the process of working on the article. This is, first of all, students and employees of universities in Yekaterinburg, who conducted a survey and technical data processing. Special thanks to Viktor Blaginin, head of the science laboratory of the Ural State University, for his valuable recommendations and useful advice.


  1. Academic Ranking of World Universities (2015) ARWU. Accessed 20 May 2017
  2. Aidrus IA, Filippov VM (2008) Mirovoy rynok obrazovatelnykh uslug, 1st edn. Мoscow, RUDN. 194 pGoogle Scholar
  3. Arkannikova M (2014) How to make a higher education institution competitive using its staff. Rector Vuza 6:8–11Google Scholar
  4. Astratova GV, Shaposhnikov V, Spasokukotskiy KL (2015) Knowledge services in Sverdlovsk region and their role in local knowledge economy; new ideas. Local knowledge economy. In: Golikov NA, Mironova EG, Temirbolat A (eds) Life quality of subjects of modern education, 1st edn. Tsennye bumagi publishing house., 2015, Almaty, pp 4–20Google Scholar
  5. Brodzicki T (2016) Does variety matter? Export pattern of Poland prior and after the accession to the EU. Int Econ Lett 4(2):103–118. Google Scholar
  6. Chemers M (1997) An integrative theory of leadership, 2nd edn. Lawrence Erlbaum Associates, Publishers, New York. 220 pGoogle Scholar
  7. Chiabai A, Platt S, Strielkowski W (2014) Eliciting users’ preferences for cultural heritage and tourism-related e-services: a tale of three European cities. Tour Econ 20(2):263–277. CrossRefGoogle Scholar
  8. Gulicheva E, Osipova M (2017) Program-target method of pricing for international educational services. Czech J Soc Sci Bus Econ 6(1):21–27. Google Scholar
  9. Kinnel M, Mac Dougall J (1997) Marketing in the non-for-profit sector, 1st edn. Butterworth Heinemann, New York. 364 рGoogle Scholar
  10. Kotler P, Eduardo R (1990) Social marketing: strategies for Channing public behavior, 1st edn. The Free Press, New York. 480 pGoogle Scholar
  11. Lovelock (2005) Marketing of services. 4th edn. Williams Publishing, Moscow, 1008 p.Google Scholar
  12. Lovelock C, Wirtz J, Chew P (2009) Essentials of services marketing, 1st edn. Singapore, Prentice Hall. 980 pGoogle Scholar
  13. Muller E, Zenker A (1998) Analysis of innovation-oriented networking between R&D intensive small firms and knowledge-intensive business services: empirical evidence from France and Germany. Proceedings of the high-technology small firm conference. University of Twente, The Netherlands, pp 175–203Google Scholar
  14. Nelson AR, Nicholas S (2014) Universities 2030: learning from the past to anticipate the future. Accessed 4 June 2017
  15. Rozdolskaya IV, Ledovskaya ME (2014) Marketing orientation of the regional market of consulting services at a stage of innovative transformations. Int J Appl Fundam Res 1(1):13–13Google Scholar
  16. Serbinovskiy BY (1996) Diagnostika i sovershenstvovaniye proizvodstvennykh sfer [Diagnostics and perfection of the production spheres], 1st edn. Pegas, Rostov-on-Don. 198 pGoogle Scholar
  17. Shermerborn JR (1992) Management for Productivity, 4th edn. Willey, New York. 800 pGoogle Scholar
  18. Strielkowski W, Tumanyan Y, Kalyugina S (2016) Labour market inclusion of international protection applicants and beneficiaries. Econ Soc 9(2):293–302. Google Scholar
  19. Zielińska A (2016) Information is a market products and information markets. Czech J Soc Sci Bus Econ 5(4):31–38. CrossRefGoogle Scholar
  20. Zlyvko O, Lisin E, Rogalev N, Kurdiukova G (2014) Analysis of the concept of industrial technology platform development in Russia and in the EU. Int Econ Lett 3(4):124–138. Google Scholar

Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Galina Astratova
    • 1
    Email author
  • Elena Dvoryadkina
    • 1
  • Natalia Vlasova
    • 1
  1. 1.The Ural State Economic UniversityYekaterinburgRussia

Personalised recommendations