Anna Koltsova’s research while affiliated with St Petersburg University and other places

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Publications (3)


Fig. 1. Comparative dynamics of the art market turnover in the countries in 2008-2017 [4].
Fig. 2. Power Matrix of the Museum brand using the modified Y&R method
Impact of Strong Global Brands of Cultural Institutions on the Effective Development of Regions in the Context of the Covid-19 Pandemic
  • Article
  • Full-text available

January 2021

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99 Reads

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4 Citations

SHS Web of Conferences

Margarita Pashkus

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Vadim Pashkus

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Anna Koltsova

Research background: In the context of the coronavirus pandemic, when cultural objects were unable to function normally for a long time, their income has significantly decreased, and state support is not enough to implement strategic projects. This is due to a sharp decline in the incomes of the population of these countries and a prolonged shutdown of large- scale production, even the stagnation of entire sectors of the economy. Purpose of the article: The article is devoted to the problem of the formation of strong brands of cultural institutions, in particular, art museums and galleries and their impact on the competitiveness of the region. Methods: We use statistical, and regression methods for analysis, which are used to assess the mutual influence of traffic flows to museums and other cultural objects on the total income in the art market. Findings & Value added: The analysis showed that work on the image, strengthening the brands of cultural institutions, increasing the level of recognition in the world and close ties with recognized art-dominants in the future will allow cultural institutions to attract significant financial flows and improve their competitive position in the world market. As the scientific increment can be considered, the results of analysis the relationship between the strong brands of art museums and other cultural objects and the tourist attractiveness of their locations, as well as the mutual influence of cultural object brands on the territory’s brand. It is proposed to modify the methodology for evaluating the brand value in an art Museum or gallery.

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State regulation of the art market: global trends, experience of various countries and prerequisites for regional economic growth

January 2021

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61 Reads

SHS Web of Conferences

Background of Research: In a global economy, where individual regions, cities and countries cannot demonstrate their uniqueness and attractiveness, the presence of a developed art market on their territory can contribute to the growth of their competitiveness. A well-developed art market is highly profitable itself and it has a strong impact on the intangible companies, cities and countries involved in deals, tradesmen or organizers and hosting global art events. As a result, the global attractiveness of economic entities, their products and services increases significantly. Purpose of the article: In this article, the problem of finding effective measures of state regulation of the market. and prerequisites for regional economic growth. Methods: The paper presents a comparative analysis of measures of state regulation of works of art, applied in different countries, used econometric methods and methods of matrix hierarchical analysis. Findings & Value added: With the help of econometric dependencies, the indirect influence of the high activity of the country’s art market and its turnover on the growth of the country’s GDP through both direct financial influence and additional qualitative dependencies is substantiated. Regularities of the influence of a developed art market on the brand of the territory and the region to which it belongs are obtained, which allows us to propose a mechanism for the formation of a positive image of the city, region and country in the global economy, as well as the development of the attributes of its cultural brand.


Culture in the global economy: features of cultural goods on the threshold of a knowledge economy and increasing the country′s competitiveness

January 2020

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271 Reads

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4 Citations

SHS Web of Conferences

The purpose of the article is to identify and analyze the problem areas of formation of values of cultural objects and further positioning of the territories in which they are located. Nowadays, approaches to the competitiveness of a market entity operating in the global economy have been changing dramatically due to the fact, that business has increased its role in a post-industrial society. The importance of marketing, especially in the field of culture, is considerably enhanced by the dominance of imperceptible assets inherent in the knowledge economy. However, the use of marketing involves taking into account the specifics of cultural practices. These practices manifest themselves at the level of understanding the nature of the cultural product as well as at pricing, promotion methods and mechanisms of distribution of cultural products to target consumer markets. The article uses the methodology of breakthrough positioning based on modified Cagan–Vogel maps and shows that since the culture is the “sphere of presence” of public interest, art objects cause growing competitiveness of territories where they are exhibited. The article substantiates the need for state participation in promoting cultural goods.

Citations (2)


... Whereas, most of the consumers of performing arts organizations segmented as the highest part of the society such as middle-aged, educated, and well-paid, therefore it was an advantage to reach out to their audiences effortlessly, and to plan sufficient digital marketing strategies. On the one hand, it was an advantage for performing arts organizations to organize online events because it made huge possibilities to watch their performances from all around the world, and also helped to boost the reputation and favorable image of the art world in the network sufficiently (Pashkus, Pashkus and Koltsova, 2021). ...

Reference:

THE IMPACT OF COVID-19 PANDEMIC ON THE MARKETING OF THE PERFORMING ARTS
Impact of Strong Global Brands of Cultural Institutions on the Effective Development of Regions in the Context of the Covid-19 Pandemic

SHS Web of Conferences

... It is the individuality of the country that is associated with competitiveness and its development in the country (Daubaraite-Radikiene & Startiene, 2022). Mihaela et al. (2011) and Koltsova et al. (2020) show in their research that the links between culture and competitiveness lead to good economic results. Because these links create a favourable business environment that encourages innovation and investment, through which labour productivity, employment growth and the income of the population are increased. ...

Culture in the global economy: features of cultural goods on the threshold of a knowledge economy and increasing the country′s competitiveness

SHS Web of Conferences