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WL Gore and Associates Inc is a US privately held company, founded by Bill Gore in 1958. Mr Gore was inspired by Douglas McGregor, the author of the ''Human Side of the Enterprise'' and the ''Theories X and Y of Management''. McGregor defended the idea that humans were inherently self-motivated to work as opposed to view that people had a dislike to work and require direction and control. In the organisation designed by Bill Gore, he created an environment that he believed would free people from the constraints of hierarchy, enabling them to maximise their potential. The case focuses on Gore''s operations in China and the challenges its special organisation poses when transplanted to a very different cultural setting.