The example of H&M$\text{'}$s $$The Coolest Monkey in the Jungle$$ advert was an example of a firm that failed to realize that their advertisement could be seen as inappropriate by the diverse populations which they serve. By not having the appropriate amount of diversity in its decision makers, a firm runs the risk of offending some constituencies or being seen as racist, sexist, homophobic, etc. Which law or principle argues that for sustained competitive advantage, the diversity within an organization must match or exceed the diversity in its markets?