Объектом исследования является идея осуществления производства антикоррозийных продуктов. Целью работы является обоснование экономической целесообразности реализации проекта по производству антикоррозийных продуктов. В процессе выполнения работы были получены следующие результаты. В рамках изучения методических подходов к оценке экономических перспектив были даны определения экономического и маркетингового анализа, определены их основные методы и задачи. А также составлена авторская классификация антикоррозионных продуктов, учитывающая их ключевые признаки. Результаты анализа рыночных и перспектив позволили выявить основных потребителей и конкурентов интересующего отраслевого рынка, а также позволили определить оптимальный объем выпуска антикоррозийного продукта и его среднерыночную стоимость. Таким образом, оптимальный объем выпуска, не нарушающий сложившегося рыночного равновесия, составляет порядка 30 тонн, а среднерыночная стоимость 1 тонны продукта составляет 100-110 тыс. рублей. Результаты патентного исследования, проведенного в рамках оценки научно-технических перспектив, позволили определить динамику патентования и выявить аналогичные технические решения. На основе результатов проведенного патентного исследования пределен средний срок жизни проекта по производству железооксидного пигмента с противокоррозионными свойствами – 4 года. Научно-практическим результатом, полученным автором в процессе выполнения работы, является создание модели производства, учитывающей более эффективные инструменты реализации идеи по производству антикоррозийных продуктов. В рамках этой модели, с учетом выводов, сделанных в аналитической части работы, рассчитаны показатели экономической эффективности трех вариантов трансфера технологии. / The object of the study is the idea of the production of anti-corrosion products. The purpose of the work is to justify the economic feasibility of the project for the production of anti-corrosion products. The following results were obtained in the course of the work. As part of the study of methodological approaches to the assessment of economic prospects, the definitions of economic and marketing analysis were given, their main methods and tasks were determined. And also the author's classification of anticorrosion products, taking into account their key features. The results of market and prospects analysis allowed to identify the main consumers and competitors of the industry market of interest, as well as to determine the optimal volume of production of anti-corrosion product and its average market value. Thus, the optimal volume of output that does not violate the existing market balance is about 30 tons, and the average market value of 1 ton of product is 100-110 thousand rubles. The results of the patent research conducted in the framework of the assessment of scientific and technical prospects allowed to determine the dynamics of patenting and to identify similar technical solutions. Based on the results of the patent research, the average life of the project for the production of iron oxide pigment with anti – corrosive properties is limited to 4 years. The scientific and practical result obtained by the author in the process of the work is the creation of a production model that takes into account more effective tools for the implementation of the idea for the production of anti-corrosion products. Within the framework of this model, taking into account the conclusions made in the analytical part of the work, the indicators of economic efficiency of the three options for technology transfer are calculated.

The aim of this thesis is to break new ground by investigating the interactional organisation of real events that comprise live business-to-business cold calls. Despite being a ubiquitous part of everyday life, we know very little about how cold calls are initiated, progressed, and completed. Cold calls are unsolicited telephone encounters, initiated by salespeople aiming to get prospective clients ( prospects ) interested in their services, with the distal goal of turning them into clients and the proximal goal of getting them to agree to an initial meeting. Cold calls are often treated as a nuisance by call-takers, and salespeople must deal with reluctant gatekeepers, recurrent sales resistance, and the occasional hang-up. The training they receive often draws on outdated theories of communication and is rarely supported by empirical evidence. Thus, this study not only addresses an important domain for interactional research, but also fulfils a practical necessity for empirical research that will inform sales training and improve callers and call-takers experiences. The data comprise 150 recorded calls supplied by three British companies that sell, service, and lease office equipment. The data were collected, transcribed, and analysed within an ethnomethodological framework using conversation analysis and discursive psychology. The first analytic chapter outlines the overall structural organisation of cold calling. It documents the constituent activities within the opening, the business of the call, and the closing. It identifies and describes two types of cold calls. Freezing calls are initiated by salespeople who are contacting a prospect for the very first time. Lukewarm calls feature salespeople who claim to have been in contact with the prospect s organisation in the past. The second chapter excavates the initial turns of lukewarm calls in which salespeople ask to speak to another person within the company, with whom they indicate to be acquainted. The analysis revealed that this third-party acquaintanceship was crucial for establishing the legitimacy of the switchboard request and for improving the chances of getting it granted. The third chapter focused on appointment-making sequences in both freezing and lukewarm calls, showing that they comprise two components: a preamble and a meeting request sequence. I also highlight how salespeople exploit sequential and turn-taking mechanisms to secure meetings with prospects without giving the latter the opportunity to refuse. The final chapter examines two practices for enacting resistance in cold calls blocks and stalls and documents the range of methods salespeople employ for dealing with each type of resistance. Sales blocks expose the salesperson s commercial agenda, attempt to stop the prospecting activity, and move towards call pre-closure. In response, salespeople can challenge, counter, or circumvent blocks as well as redo their initiating actions. Stalls slow down the progress of the sales process by delaying the next phase of the sale or by proposing less commitment-implicative alternatives. Salespeople deal with stalls by either justifying their initial proposal or by spontaneously introducing new action plans, both being more conducive to the progress of the sale. The thesis contributes to a growing body of interactional research on commercial encounters by shedding empirical light on a previously unexamined setting, business-to-business cold calls. It also moves forward discursive psychology s project of respecifying psychological phenomena by documenting the communicative practices associated with persuasion and resistance. Finally, it expands the extant conversation analytic toolkit by examining new practices (such as appointment-making) and by providing new insights into key conversation analytic topics (such as requests, pre-sequences, and accounts for calling). Overall, the findings presented in this thesis challenge existing conceptions of prospecting through cold calling that are prevalent in the sales literature. The thesis puts forward a strong argument for opening the black box of cold calls to better understand these interactions and to identify good practices as the basis for communication training. Research presented in this thesis has already been used in the development of CARM (Conversation Analytic Role-play Method) training for salespeople, who reported having doubled their appointment rates. Based on the findings in this thesis, I plan to develop further training not only for salespeople but also for prospective customers, thus improving the overall outcome of cold call encounters.