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)
Despite these arguments , many innovative companies are known for their strong, cohesive cultures, for instance, 3M’s product development teams pride themselves on their cohesion, which they see as essential in translating interesting concepts into profitable product launches(Flynn and chatman,2004) apple is also known for its strong culture and community feeling.