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Shenzhen Novophalt Asphalt High Technology Company, Ltd (Novophalt) is an 85%-15% Sino-Austrian joint venture which produces Modified Asphalt (MA), a special high-tech asphalt designed to make roads last longer. However, despite the substantial advantages of MA, uncertainty continues on when and where exactly MA should be used, and its use is still limited in China. Now Novophalt has to develop a clear picture of different decision-makers involved in the purchase of MA and convince them of substantial benefits of its product. This case is suitable for an international business course or a marketing course, particularly a course on industrial marketing. The case can be studied to help students become aware of multiple influential factors and different parties involved in the industrial product purchase in China. Therefore students should understand that different messages should be sent to different decision influencers in order to make effective communication. The teaching note was written by WP Burgers and J Chen.