L’Oreal Masters Multiculturalism Obviously, each country is different in language, culture, belief or attitude, which can be a huge barrier for multinational companies in order to do business globally. Local insights can significantly help global companies create effective strategies or adapted products that can serve or penetrate to different groups of consumers, depending on local conditions in each country. “The tension between global integration and local responsiveness is especially high when product development and marketing require complex knowledge” (Harvard, 2013). Therefore, L’Oreal, a global cosmetics company, has used cultural diversity in team management in order to get local insights. The company can know differences or preferences of people in various countries by gaining from multicultural executives or workers, besides partnering with a local company. They can exchange knowledge and ideas together in order to get the best final decision of a new developed product. For example, “a product development team that is working on women’s hair-care products for Latin America, a Lebanese-Spanish-American manager was in charge of hair color while a French-Irish-Cambodian was in charge of hair care” (Harvard, 2013). Each country might be differently specialized in each hair aspect. Moreover, various nationalities in executives can share and point out unexpected problems, which might be occurred unconsciously when doing business internationally. For example, “many Asian cultures believe that maintain a sense of harmony is extremely important in dealing with other people. This contrasts dramatically with notions of constructive in Western cultures” (David, 2013). On the other hand, because of nature of culture, Culture differences also provide the greatest potential for creating value. (Joseph J. Distefano, Martha L. Maznevski, 2000)