Riding on Tyvek(R)—A Case Study about How a New Material Invented by Western Multinational Company Enters China

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).