International Journal of Economy, Management and Social Sciences, 2(9) September 2013, Pages: 757-759 TI Journals International Journal of Economy, Management and Social Sciences www.tijournals.com ISSN 2306-7276 * Corresponding author. Email address: mushpoop@hotmail.com, rashadyazdanifard@yahoo.com Hybrid Technology: Venturing Out as New Market Player to Attract Consumers Ehren Lee Sze Tseng 1 , Rashad Yazdanifard 2 1,2 Centre of Southern New Hampshire University (SNHU) Programs, HELP College of Arts and Technology, Kuala Lumpur, Malaysia. ARTICLE INFO ABSTRACT Keywords: Hybrid innovation Eco-friendly New market Hybrid technology is a whole new idea by combining t wo or more elements to create a whole new product. The main reason why hybrid technology is proposed is due to its eco-friendly traits and a new market to the world. Due to its low popularity, by improving the product, one can change this product into a profitable product. © 2013 Int. j. econ. manag. soc. sci. All rights reserved for TI Journals. 1. Introduction Hybrid technology has been gaining more and more popularities over the year emerging out as a new market. According to David Perry (2013), hybrid was never a new product category but it will be as long as it is treated as though a new product. The key of a new concept is to help people imagine the value in their lives. To be able to help relate their lives based on the new concept, these values are able to be seen [Johannes Seeman 2012]. There are many different types of hybrid technology, in terms of strategy, structure, transportation, agricultural, energy, education, water and comfort. Every single one of those types are targeting consumers, improving their lifestyle. Different types have their own different purposes. For instance, transportation like land vehicle for examples, electric powered cars, are fuel efficient. Other than that, farming agriculture uses hybrid rice and seeds to improve yield potential and able to adapt to local ecological. There are two broad perspectives on innovation, which the first research is mainly to focus onto innovation, which results into the impact of product market variables like competition and demand [Murali 1999; Raj 1999; Rajesh 1999; Rajdeep 1999]. According to Jorde and Teech, (1992); Kessler and Chakrabarthi, (1996) cited by [Murali 1999; Raj 1999; Rajesh 1999; Rajdeep 1999], in regards of the market motives roles, more research is needed in fostering innovation. In contrast, the second research is about the impact of factor variables like supply-side issues, resources, and organizational structure [Despande, Farley, & Webster 1993; Olson, Walker, & Ruckert 1995; Schoonhoven, Eisenhardt, & Lyman 1990] 2. Self-Organization According to Smirnov et al. (2010), the article proposes a hybrid technology for operational decision support based on environment. It is the combination of ontology management, context management, constraint satisfaction, profiling, Web-services, and intelligent agents. The hybrid technology uses knowledge of the program domain. Based on different type of situation, the decision support system extracts knowledge relevant from application operational integrates it into an abstract context. This enables self-organization based on the environment for the purposes of operational decision support. [Smirnov et al. 2010] 3. Concrete According to Goodchild (1995), cited by Goulding, Sexton, Xiaonan, Kagioglou, Aouad, and Barrett (2007), hybrid concrete is essentially the combination of concrete, steelwork or other materials. The new approach of hybrid concrete helps designer to take significant advantages over using more than one technology alone, producing higher quality, lower cost and faster construction periods than a single material frames [Lee et al., 1997; Barrett and Aouad, 1999, 2001; Glass and Baiche, 2001; Vambersky, 2002; Barrett, 2003; Read Jones Christoffersen Ltd, 2003; Gibb & Isack, 2003]. Concrete hybrid structures and its elements have not yet been materialized but it will soon be common after their potential is realized and familiarity grows [Goodchild 1995]. However, the lack of information has led the principle reason for the narrow diffusion of hybrid technology. In contrast, this research presents results from HyCon, a proof-of-concept IT design support tool, to assist design engineers and stakeholders participants to experiment with hybrid concrete design as an alternative at the critical initial stages of design. According to Clarke (1991), cited by Goulding, Sexton, Xiaonan, Kagioglou, Aouad, & Barrett (2007), the environment, market and organizational factors influences technological development. To be able to adapt to new technologies, companies need to rethink their strategies and business model [Jackson & Harris 2003]