One might conclude that despite the benefits of the cultural norms that we have outlined in this chapter innovative companies: ‘require a culture that is diametrically opposed to that which encourages cohesion, loyalty and clear norms of appropriate attitudes and behaviour’(Nemeth,1997)However, there is considerable debate on this issue 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.