2 What challenges do managers such as in Holden face in creating a diverse workplace, and how might they respond to these challenges? William ‘Billy’ Durant and Henry Ford were the celebrated founders of the two greatest automobile companies in America’s history: General Motors (GM) and Ford Motor Company. Ford was the famous inventor who introduced the Model T, the world’s first affordable car. Durant was an entrepreneur whose Flint, Michigan carriage business manufactured a variety of luxury models and farm wagons for diverse customers.

Although both men were pioneers of the auto industry, their approaches could not have been more different. Whereas Ford remained focused on one brand and one vehicle, Durant dreamed of a whole family of car companies, each producing different models for different kinds of consumers and needs. Not satisfied owning only GM Buick in 1908, Durant proceeded to acquire Oldsmobile, Cadillac and Oakland Motor Car Company. (Pontiac), among others, bringing them under one roof alongside Chevrolet, which he co-founded on the side.

The story of William Durant is a powerful metaphor for the spirit of diversity that infuses the work and culture of GM and its subsidiary, Holden Australia, today. In the global marketplace, managers interact with people of different cultures, languages, beliefs and values.

Recognising diversity, and the unique ways in which people with different backgrounds interact and communicate, is key to success in the international arena.