The journal
Creativity and Innovation Management has published an article on how collaborations between art institutions, artists and commercial brands influence the consumer experience. The co-authors of the article—Alexandra Berezina, Evgeniya Druzhinina (graduates of the Master's programme 'Arts and Culture Management' at HSE University-St Petersburg), and Elena Zelenskaya (Associate Professor of the Department of Management)—share their impressions of working on the paper.