The thesis will analyze transfer prices and the importance of their application in modern business conditions and their impact on the maximization of shareholders' wealth. Namely, there are situations on the market where contractual relations between related companies operating in different tax jurisdictions can be regulated in different tax legitimate ways. Therefore, depending on how the contractual relations are arranged, the aforementioned affects the fact when which company and on which basis will pay profit tax and in what amount. The aim of the thesis is to compare conceptually similar possible arrangements of contractual relations between related companies, i.e. the sale of software developed in Croatian and sold on the foreign market, in terms of how much cash flow is needed in the investment period and how much is generated in the return period, and thereby compare which of these tax-allowable methods maximizes the investor's wealth, i.e. the consolidated present value of the associated companies. In this work, different sources and methods will be used to achieve the subject and defined goals of the work, but in addition to the review of existing literature, a study on transfer pricing will be made within the thesis, based on a specific example of the business of the company XY d.o.o. and on the basis of the aforementioned study, conclusions will be presented on the impact of the chosen arrangement of contractual relations and the applicable transfer pricing method depending on the aforementioned on the consolidated present value of the associated companies from the example. In addition to the above, scientific methods of analysis of available data, methods of synthesis and induction, and methods of causal inference will be used.