Having to compete in the world market, multinational companies (MNCs) play a prominent role in the process of transferring management knowledge and practices, particularly when they originate in more developed/hegemonic countries and subsidiaries are hosted in peripheral societies (Frenkel 2008). A good example of this process is provided by the diversity agenda and the role played by US MNCs in spreading it to local affiliates and other visible local companies aiming to be seen as innovative.