The research objective is in definition of the main tools participating in process of commercialization of grocery and marketing on the basis of expansion and deepening of the existing theory and methodology of commercialization, and also development of recommendations to improvement of tools that will promote finally to increase of efficiency of process of acceptance of a novelty by the market. Research is conducted on the basis of two-stage methodology including at the first stage carrying out questioning among the employees occupied in the course of commercialization in the large companies FMCG of the market, and at the second stage a case - research of two - players of the Russian market of juice. Confirmation of the made hypothesis that in most cases the innovations put on the market, can be considered grocery that is explainable that such innovations are capable to give to consumers essentially new advantages is result of research. The interrelation between stages of commercialization and the tools applied during this period is also confirmed. In the analysis of separate tools the tools informing the consumer on new products showed the greatest importance. Among them the special importance is played by TV advertizing. Practical application of results consists in identification tools for each of stages of commercialization of innovations the FMCG companies, and also those from them which play a paramount role on each of stages are defined.

An important role in the functioning of the economy and in the analysis of the competitiveness of companies is played by the top management echelon, represented by charismatic CEOs, who often determine the direction of company development, considering the specifics of everyday life and general organizational processes. There is a transformation of the stages of value formation, the zones of profitability are shifting, new players are emerging – all this creates a completely different ratio of shares in the industries, greatly accelerating the generation and implementation of new ideas and developments. Companies must respond to new technologies in a much riskier way and understand that the time stage of their implementation should be reduced. The article analyzes the position of the personal characteristics of CEOs, in particular, such qualities as "riskiness", and their impact on the innovative activities of companies. The object of studying this relationship is the world-class CEO as an example of successful implementation of innovation through the ability to take risks in a timely manner.

The article describes the modelling of strategic infrastructure project effects and results using methods of analysing direct and indirect effects and helping to determine the feasibility of railway infrastructure project implementation. Neglecting this fact significantly reduces the overall efficiency of infrastructure projects, and in some cases leads to the wrong decisions that reject project implementation.Investigations made by authors allow to identify, classify and quantitatively estimate the direct and indirect effects from the implementation of infrastructure projects, including integrated assessment of budgetary efficiency and an assessment of economic effects for the development of territories.Among indirect effects the special attention was paid to the multimodal effects resulting from the redistribution of passenger and cargo flows and more rational capacity of the transportation system. The attention was paid to the multiplier effects caused in related sectors of the economy, agglomeration effects leading to increased connectivity of urban and suburban areas and the corresponding growth in employment, investment and productivity, the effects of optimising subsidies, etc.Scenario forecasting procedures were used within the presented investigations. Macroeconomic effects, bottlenecks in the railway system impact on the level of undertransportation of goods as well as price arbitrage were determined for various scenarios.

совместное создание ценности, рынок в2в, совместное с потребителем производство, клиентоориентированность, персонализация ценности.