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Consumer Categorization of Hybrid Products : The Applicability of Fuzzy-based Approach for Managing the Technology Convergence Nishimoto, Akihiro © 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. 336 ビジネス・経営・産業 categorization hybrid product fuzzy-based approach technology convergence 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. Advances in Intelligent Systems Research 569 Atlantis Press 2010-12 eng book VoR http://hdl.handle.net/10252/4634 https://barrel.repo.nii.ac.jp/records/4039 9789078677406 ICEBI2010 : Electronic-Business Intelligence : For Corporate Competitive Advantages in the Age of Emerging Technologies & Globalization : The 2010 International Conference on E-Business Intelligence 548 553 https://barrel.repo.nii.ac.jp/record/4039/files/ICEBI2010_548-553.pdf application/pdf 149.8 kB 2016-01-26