Aplikace vícekriteriálního rozhodování pro evaluaci potenciálních trhů z hlediska firmy XY

This master's thesis deals with the application of multi-criteria decision-making (MCDM) for the evaluation and prioritization of potential B2B market segments from the perspective of the Czech technology company ADVACAM s.r.o. The main goal of the thesis is to create a structured decision-making framework for the systematic commercialization of photon-counting spectral cameras. In the theoretical and methodological part, the thesis utilizes Porter's value chain, VRIO analysis, and a blended strategic approach combining inside-out and outside-in perspectives. In the practical part, decision variants and criteria are defined based on an expert workshop, with their weights quantified using Saaty's pairwise comparison method. Using the weighted sum approach, the total utility of the variants is calculated. The results of the analysis identify healthcare and aerospace as the priority strategic segments for future development and OEM partnerships.