DISSIMILARITY
The word diversity has been used to refer to so many types of differences or dissimilarities among people.
It can be any attribute that a person can use to detect individual differences. Categorization based on factors such as race or gender or based on proportions such as the size of the minority have been used to define the diversity in teams. But diversity or dissimilarity has a mixed effect. It can lead to greater creativity and quality of team performance or it can negatively impact the performance of the team as well.

Self-categorization, and social identity approaches tend to be a pessimistic view of diversity because similarity on attributes such as attitudes, value and beliefs facilitate interpersonal attraction and liking, since similarity in nature, tends to predict affiliation and attraction, and thus causes individual to experience more cohesion and social integration in homogeneous groups. And if this kind of cohesion or social integration are formed within the group, it brings division among the group and leads to weak and poor performance of the group. No room for creativity or innovation.

Information processing approach in contrast offers a more optimistic view of diversity because it allows individuals in diverse groups have access to other individuals with different backgrounds, networks, information and skills. This added information should improve the group outcome even though it might create coordination problems. But never the less, with information processing, diversity creates an atmosphere for an effective group performance.

STRUCTURAL DIVERSITY
CHANGING PERCEPTION AND BRIDGING SRUCTURAL HOLES
In this part, we are planning to sell our US magazine to foreign communities by using a bridge, a person from who knows and understand that culture, to the fill the structural hole of culture diversity , so that we can be able to sell our products.
In the mix of diversity, dissimilarity of ideas and ways of doing things, you can still keep your individuality, and perceive the situation as an opportunity of mutual growth and greater effectiveness in performance as a group.

Bridging the differences between cultures and communities is the most important objective that marketing our magazines into African community is about in this section.

Selling to the world and including African society, can have in the struggle to eliminate prejudice and unite culturally diverse populations, or any sort of dissimilarity into stronger local communities and a stronger nations.

Mentoring and educating all communities through our magazine , we believe, will strengthen the moral and ethical instruction that members of the community normally learn at home, in school, and at their place of worship.
The challenge for African community is to bring the channel of education of the community into a change of perception regarding external means of education, by clearly communicating that the purpose of marketing our magazine to them is of the great price for the community, nations and the world, because it addresses many issues that are important to citizens, parents, and community leaders, and so, has the ability to give to any community a sense of achievement, direction, unity, and identity.

African do not live their parents’ home until later in age. They abide under the rules, advices and education of their parents, pastors, and school teachers more than anything when it comes to moral issues.
Generally, the appropriate time for you to live or move out from parents’ home it’s on the day of your wedding. So you are pretty much educated by your parents, teachers and pastors, and external influences can be perceived as a threat to your education by most of the members of the community or can also be seen as an opportunity to strength and growth for your life, only by few. Parents are really well listened to in African society, but at the same time some subject still taboo for them to communicate about to their family’s members such as diversity of culture, sex education, independency of a child at an earlier age…etc.

With the world opened to a global platform, where data and information travel at no speed, we must be able to integrate all societies so that they can interact among themselves regardless of their dissimilarity of ideas and ways of doing things. So that without imposing them the way of doing things or pointing to their dissimilarities, we are able on the contrary to convey to them the opportunity to openness, greater ideas, and let them see how dissimilar ideas and ways of doing things can become a united platform for strength and not a threat, and an excellent means for creativity.

Other biggest challenges to face will be in recruiting African parents to serve as support to the organization’s mission because they are the head of the households and are the most listened and copied as role model, with having in mind that. We should stress out our mission clearly to our target , having in mind that, generally, African will volunteer to causes that they believe will benefit their families and community.
To our company, this presents a structural whole that need to be filled by someone who can speak the language they understand best , or communicate in the language that fit this particular targeted community.

We believe that targeted community is a vital step in any of our marketing effort. But until we become able to connect diversity of the members to a unified vision and purpose, there will still be no room for effectiveness nor for creativity. And even though we become able to connect members to a unified vision and purpose, we should be able to connect every units together to one another and no standing in the middle as a blocking stone. In our example here after our company has reached the parents, the pastors and the school boards, we should be able to to connect them to each other to be able to interact. This is how we see to bring communities to play as an effective team.

After reaching parents, the pastors are another agents of African community that are very listened to. The problem that seems evident here, is that, they can only see the people coming in their congregation, as for those staying home, they do not have control over their education. And African pastors also keep taboo what parents are not able to communicate with their children, to honor parents before their children or not to embarrass them. With our magazine we can help them to be assured that we are bringing to them well filtered information on the subject they keep taboo or avoided subject because of their perception of the truth being compromised to keep the society controlled by traditional perceptions. The matter here is that, since technology travels without wall with an unspeakable speed and no privacy, while they are trying to avoid these important subjects to educate their congregations, and technology on the other hand is feeding the mind with non filtered ideas or information, chances are that people will refuse to open up to ideas that can help them or help other culture or worst, fall in the trap of lack of identity and chances become then “loss of individuality”, copying what they have learned from unfiltered information and lose their own identity that use to make them different and gave the dissimilarity which brings a force on the table when it comes to creativity. That is
Why we feel the urge to tailor our marketing efforts to incorporate these issues and knowing that this will enhance their effectiveness in carrying on with their ministry to build up their societies without the weight of traditional barriers.

Now being able to reach the parents on one hand and the pastors on the other hand, our mission still to reach the educators in the school, the people that take care of the formation of the perception of people from their early age. Character, and responsibility that every community needs, apart from home and church, rest upon school educator. Our magazine will help them understand that they should also plan an effective program that help their student to know their identity while they understand that diversity is a force that is to be embraced and interact with and most of all they should not fall in the trap of changing their identity but in the contrary, they should, look to know their position in the relationship they are interacting with to be able to know what and how they can contribute to become someone who can find a structural whole and fill it with greater strength and power to bring to the connection or relationship.
Then our final stage will be to connect the homes, the church and the school together to be able to perceive differences as force for
For creativity and to be able to open up to subjects that will help families members, congregations and students to be creative while still keeping their values.

In this part, we can conclude that social identity and self –categorization differences, such as those of race, ethnicity, gender or age, tend to be more likely to have negative effects on the ability of groups to function effectively. By contrast, underlying differences, such as differences in functional background , education, or personality, are more often positively related to performance by facilitating creativity or group problem solving when group process is carefully controlled.