Stanovení struktury produktového portfolia

A deeper justification of this dissertation is to provide a contribution to the effectiveness of a company as a comprehensive system and to its performance management. This will be achieved by the research goal of this work, which is to propose a new model of product mix selection including the creation of a comprehensive overview, comparison and evaluation of existing methods. This dissertation presents an aggregation of several views of the product mix issue – marketing, operations management, traditional accounting, new product costing methods, System Dynamics and Theory of Constraints. In the theoretical part of this work, there is a presentation and evaluation of these methods including the main directions of its criticism. In the research part, the qualitative research follows as well as a construction of a model, which provides a new approach to product mix decision making.