Taming diversity: An exploratory study on the travel of a management fashion

Purpose – Originating from the USA in the early 1990s, diversity management has been “imported” to Europe to become a fashionable practice in many business organizations. The aim of this paper is to provide further insight into whether and how the diversity management discourse challenges and replaces existing local discourses on equality and diversity, and how diversity management is given content and meaning in a specific local context. Design/methodology/approach – Statements on diversity, diversity management and equality on both the Dutch and the international websites of ten leading companies in the Netherlands are analyzed. Findings – The analysis shows that translations of diversity management may in fact not actually replace existing local discourses, but rather leave the existing local discourse more or less intact and alter the original diversity management discourse to fit into this local discourse. Originality/value – This paper offers some important lessons for management practice. © 2010, Emerald Group Publishing Limited