As mentioned in the video 80% of the world’s top tech and pharmacy companies are located in Ireland.  Dublin is a city that is a hub for technology and a gateway to Europe.  Many companies have their EMEA headquarters in Dublin for this reason.  Dublin is a young and cosmopolitan city, which makes it an attractive place to live.  With the amount of diversity at Microsoft and in Dublin, the exchange of new ideas across different cultures is an opportunity for Microsoft.

A challenge for Microsoft is managing all of the diversity in their employees.  If the work force is too diverse, language barriers can become an issue.  However, this challenge can be counteracted because Ireland is the only country in the EU whose first language is English. Since Microsoft is such a large company with so many products and services, I think it wouldn’t be fair to ask their target market segments.  Instead, I would ask what they do to promote sustainability within their company