Case study Gore Tex
Innovation & entrepreneurshipCLOs:1. Identify and apply the fundamental theories of innovation and entrepreneurship.2. Examine the different debates on innovation and entrepreneurship in multiple sectors regionally and internationally.3. Develop the soft skills needed to pursue innovative entrepreneurial endeavours through immersion in an experiential learning environment4. Apply innovative and entrepreneurial ideas to make positive change in the community.
Case study: Gore-Tex® and W.L. Gore & Associates: an innovative company and a contemporary cultureThis case study explores the role of organisational management and culture within a very innovative firm, which is responsible for some very well-known products, such as the famous Gore-Tex® fabric, and, yet, few people know very much about this remarkable organisation. In addition, the organisation seeks to minimise management with the emphasis on action and creativity. Today, this enigmatic firm employs approximately 10,000 people in more than 45 plants and sales locations worldwide. Manufacturing operations are clustered in the United States, Germany, Scotland, Japan and China. Proprietary technologies with the versatile polymer polytetrafluoroethylene (PTFE) have resulted in numerous products for electronic signal transmission; fabric laminates; medical implants; as well as membrane, filtration, sealant and fibre technologies for a range of different industries. Today, the organisation divides its products into four main groupings: medical products; fabric products; electronic products; and industrial products. Gore has approximately 650 US patents and thousands worldwide. Further details of these can be found by visiting the US Patent & Trademark office website at www. uspto.gov. (Excerpt)Questions:1. Explain what happened to the Gore-Tex® brand after the patent expired. What activity can firms use to try to maintain any advantage developed during the patent protection phase?
2. List some of the wide range of products where the Gore-Tex® fabric has been applied.
3. It seems that Gore Associates is heavily oriented towards technology; what are some of the dangers of being too heavily focused on technology?
4. Cooperatives and share-ownership schemes provide many attractions and benefits, but there are also limitations; discuss these.
5. What has been the Gore strategy to achieving success in its markets? How is this strategy now being challenged?
6. What type of innovation does the business of Gore-Tex® have?
7. How can you describe the uniqueness of Gore-Tex® corporate culture?
8. How does the company’s organizational structure help to foster innovation?
9. Based on the current global presence of the Gore-Tex® corporation, what other markets and geographical locations the company can expand to? Explain why?
10. How is Gore-Tex® motivating its employees? What are the main motivators that they are using?