Atlantis Press Paper Details: Consumer Categorization of Hybrid Products: The Applicability of Fuzzy-based Approach for Managing the Technology Convergence

title:

Consumer Categorization of Hybrid Products: The Applicability of Fuzzy-based Approach for Managing the Technology Convergence

publication:

ICEBI-10

part of series:

Advances in Intelligent Systems Research

ISBN:

978-90-78677-40-6

ISSN:

1951-6851

DOI:

doi:10.2991/icebi.2010.6 (how to use a DOI)

author(s):

Akihiro Nishimoto

publication date:

December 2010

keywords:

categorization, hybrid product, fuzzy-based approach, technology convergence

abstract:

The central issue in this research is the product management. Especially, hybrid products are focused. It is the one that is integrated more than two category technologies into one product. It has been getting a lot of attention as the new approach of the product development. However, there is the category problem. As hybrid product has more than two category technologies, it does not be categorized explicitly. Therefore, marketing manager cannot build the strategy in the explicit category. For this managerial problem, we applied the fuzzy-based approach and demonstrate the appropriate category and marketing strategy for the hybrid product.

© Atlantis Press. This article is distributed under the terms of the Creative Commons Attribution License, which permits non-commercial use, distribution and reproduction in any medium, provided the original work is properly cited.

full text:

0076_Ch074.pdf (156 K)

		back to author index

title:		Consumer Categorization of Hybrid Products: The Applicability of Fuzzy-based Approach for Managing the Technology Convergence
publication:		ICEBI-10
part of series:		Advances in Intelligent Systems Research
ISBN:		978-90-78677-40-6
ISSN:		1951-6851
DOI:		doi:10.2991/icebi.2010.6 (how to use a DOI)
author(s):		Akihiro Nishimoto
publication date:		December 2010
keywords:		categorization, hybrid product, fuzzy-based approach, technology convergence
abstract:		The central issue in this research is the product management. Especially, hybrid products are focused. It is the one that is integrated more than two category technologies into one product. It has been getting a lot of attention as the new approach of the product development. However, there is the category problem. As hybrid product has more than two category technologies, it does not be categorized explicitly. Therefore, marketing manager cannot build the strategy in the explicit category. For this managerial problem, we applied the fuzzy-based approach and demonstrate the appropriate category and marketing strategy for the hybrid product.
copyright:		© Atlantis Press. This article is distributed under the terms of the Creative Commons Attribution License, which permits non-commercial use, distribution and reproduction in any medium, provided the original work is properly cited.
full text:		0076_Ch074.pdf (156 K)