Leveraging variety for creativity, dialogue and competition Alessandra Mazzei and Silvia Ravazzani Institute of Economics and Marketing, IULM University, Milan, Italy Abstract Purpose – The purpose of this paper is to provide a suitable framework for managing diversity in organizations coping with social, communication, marketing, and organizational challenges. Design/methodology/approach – The issue of diversity is explored from the organizational, marketing, and corporate communication viewpoints. This multidisciplinary approach leads to the design of qualitative exploratory research based on three case studies of multinational companies. Findings – The companies cover a wide range of diversity, including all visible and non-visible features, especially in relation to competencies and expertise. They pursue social, competitive and communication aims and strive to reflect internal and external stakeholders’ expectations. They all implement integrative managerial practices and show an increasing orientation to the leveraging of people’s uniqueness in their daily activity. Practical implications – Managing the diversity issue means that companies must develop a concept of variety, which involves more than mere diversity. They must balance social, communication, marketing and organizational aims and enhance the development of individual talent. All organizational functions must be included in the definition of a contextual approach to the implementation of diversity policies. Originality/value – The paper suggests a model centred on the leveraging of variety that goes beyond assimilating minorities and integrating diversity. The “Leveraging Variety Model” takes into account both economic and social pressures in order to maximize the ability to satisfy stakeholders’ expectations, reflect the external environment, enhance the knowledge creation potential and communicate effectively from an intercultural perspective. Keywords Diversity management, Competitive strategy, Corporate communications, Knowledge creation, Variety, Corporate responsiveness, Marketing difference, Intercultural communication Paper type Research paper Introduction Diversity is an important issue for companies because of the quest for social responsiveness, the globalisation of the economy and markets, the emergence of marketing strategies based on differences, the need for international and intercultural communication at the domestic and global level, and the focus on organizational development and knowledge creation. Diversity is relevant both for competition and social concerns. Competition requires an increase in innovation potential or tapping new markets. Social concerns imply the inclusion of multicultural publics and the improvement of community relations. The current issue and full text archive of this journal is available at www.emeraldinsight.com/1363-254X.htm The authors thank Ilaria Gialdini and Manuela Puritani, Diversity Leaders of IBM Italy, Luca Valerii, Human Resources Director of Microsoft Italy, and Antonio de Felip, Human Resources Director of Deutsche Bank Italy for giving support during the data collection. Leveraging variety for creativity 59 Received 13 January 2009 Revised 31 January 2010 Journal of Communication Management Vol. 16 No. 1, 2012 pp. 59-76 q Emerald Group Publishing Limited 1363-254X DOI 10.1108/13632541211197996