| Riding on Tyvek-A Case Study about How a New Material Invented by Western Multinational Company Enters China |
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| 引用本文： | 李黎.Riding on Tyvek-A Case Study about How a New Material Invented by Western Multinational Company Enters China[J].东华大学学报(英文版),2002(1). |
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| 作者姓名： | 李黎 |
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| 作者单位： | LI LiFashion Institute，Dong Hua University，Shanghai，200051 |
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| 摘 要： | This paper is a case study about how a new product developed by Western multinational company enters new market ?the Mainland China. In this study, a new fabric ?DuPont's hi-technical Tyvek?PU Coating, is fashionized and developed into a new fashionable and functional casual-rainwear, using the approach of new product development method ( idea generation; screening; business analysis; development; evaluation and testing; commercialization).
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