GoreTex Case Study: Innovation, Strategy and Challenges

Running head: GORETEX CASE STUDY
GoreTex Case Study
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1GORETEX CASE STUDY
Q1. Use the Cyclic Innovation Model (Fig 1.9, pg 30) figure to illustrate the
innovation process in this case and provide a brief description?(400)
The Cyclic Innovation Model (CIM) implies that a process of innovation is cyclic.
Most of the successful businesses are dependent largely on innovation. There are four phases
in the CIM model (Ford et al. 2014). The first is the technological research which leads to the
second, product creation. The transition from the first step to the second is facilitated by
integrated engineering cycle. Here, the R&D team of an organization creates product
prototypes, tests and retests them to produce a marketable product. In Gore-Tex, the company
is heavily reliant upon the innovative products that they produce. These products are their
USP (unique Selling Point) and thus ensuring the technical functions are extremely
necessary. The second step leads on to market transitions facilitated by differentiated services
cycle. This part is carried out by the marketing and supply teams. Due to the small teams and
one-to-one interaction, Gore-Tex associates are able to supply the products as necessary and
work effectively. Moreover, as all the members are able to access the finance for their job
requirements, this enables them to act faster and skip the processes in-between. This
enhances the value of the organization and the products that they sell among the customers as
they are able to offer them better products always (Aylen 2013). This third stage leads to
scientific exploration as markets change continuously as does the competition. The
companies need to invent better products in order to maintain their competitive advantage. In
Gore-Tex, the innovations teams create new products at regular intervals and gain their
patents so that they are able compete in the market. This transition provides insight to the
society and the market that are operating. As the patents lapse after certain years they need to
keep researching for new products or improved versions of earlier products to be able to
appeal the market which once again leads to technological research. This enhances the
technical capabilities of an organization.

2GORETEX CASE STUDY
The organizational structure has been created in such a way at Gore-Tex so that it able
to support the innovations of the organization. The lack of hierarchical structure in the
company and the freedom that workers receive ensures that they are able to concentrate on
work and generating new ideas rather than concentrating on petty office politics and
bureaucracy. They have remained successful in their aim and have been able to maintain the
organizational values and principle while earning high profits in a competitive market.
Q2. It seems that Gore Associates is heavily oriented towards technology; what
are some of the dangers of being too heavily focused on technology?
Gore Associates is a company that is an innovation based organization. The
employees that are appointed are all associates rather than employees. The organization does
not have a hierarchical organizational structure; rather they follow a lattice organizational
structure where all the employees share the same status and facilities (Birkinshaw and Duke
2013). The inception of the company had been due an innovation that became instantly
popular. The company has enjoyed its place for a long time and has become one of the
pioneers when it comes to gore fabrics and other products that they offer. Thus, their reliance
on technology is to be expected. Evidently, technology is needed in such a company whereas;
depending heavily on technology might pose certain threats that might cause problem in
future for the organizations (Moon 2014).
The formulas and compositions, methods and processes of the materials that they
create are the most important part of any R&D based organizations. Along with that the
patents that they receive are also important for them. The threat of cyber-attacks has become
too high. Many organizations along with those who have the best securities in the world have
faced cyber threats. This could become true for Gore-Tex as well. If faced with an security
breach or hacking, they will lose much. They will lose a large amount of data and information