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

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.