Those that agree with his notion argue that strong cultures are likely to induce uniformity (Nemeth and staw, 1989) and hence hinder the ambiguity and divergence needed in creative environments. Culture is a system of social control that influences the attitudes and behaviours of organization members (Tushman and O’Reilly, 2002) and strong cultures tend to exhibit cohesion around acceptable values and behavioural norms (for example, O’Reilly and chatman,2004) the resulting homogeneity goes against the diversity that is so essential for encouraging dialogue between different perspectives that ultimately promotes new combinations of ideas in the creative process (Hoffinan, 1959)