ABSTRACT
This chapter presents the different cultural contexts in which the firm operates and the importance of culture in creating a competitive advantage. Diversity and inclusion are discussed with a focus on women in the workplace. The university campus-style layout and extensive leisure facilities along with the casual dress code, open-plan workspace and flat hierarchy amplify the type of culture Nike embodies. In the middle of the continuum lies a nurturing culture. Culture can constitute a powerful capability and enabler in addressing certain types of opportunities and problems. Individuals and groups with diverse cultural backgrounds are increasingly working together in the business world. Analysing a firm's climate and culture can help us to understand the environment in which a leader leads and how to maximise the context for employee performance. Best-in-class firms have proven that equality, diversity and inclusion programmes require persistence and chief executive officer-level commitment.
