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1. De Beers Diamond Company CREATING SHARED VALUE INITIATIVE
PROPOSED BY: JOSEPH TYLUTKI
2. INTRODUCTION Country - Sierra Leone Company - De Beers
Diamond Company History of Sierra Leone and De Beers Diamond
Company (based on diamonds) Key Characteristics My Ideas for
Creating Shared Value and Corporate Social Responsibility
Incorporating Porters Idea & CSR Reconceiving products and
markets Redefining productivity in the marketplace Enabling local
cluster development Working together Conclusion
3. HISTORY OF DIAMONDS AND DE BEERS First Century AD Roman
naturalist Pliny stated, Diamond is the most valuable, not only of
precious stones, but of all things in this world (GIA.com) Diamonds
form deep in the earth under extreme heat and pressure Diamonds
were first traded in India in early fourth century BC 1800s Western
Europe and United States explorers unearthed South African diamond
deposits Africa controls 65% of the roughly 130 million carats
mined annually De Beers controls 90% of the worlds production of
rough diamonds 1888 De Beers Diamond Company is founded by Cecil
Rhodes based in London 1947 De Beers coins the timeless slogan A
Diamond is Forever to manipulate consumer demand De Beers was a
complete monopoly until 1957 1992 the Department of Justice charged
De Beers with violating U.S. Anti-Trust laws Today De Beers is
still the largest diamond exploration, diamond mining, diamond
retail, diamond trading, and industrial diamond manufacturer in the
world (debeers.com).
4. HISTORY CONTINUED Diamonds are the most frequently used form
of capitol by rebels in Sierra Leone Used to purchase weapons
Immense profits were being made by smuggling blood diamonds out of
the country 1935 De Beers legally took control over diamond mining
in Sierra Leone By 1950 the Sierra Leone government gave up on
policing blood diamonds Social and economic costs plague Sierra
Leone from civil wars on diamond control Civil war between 1991 and
1999 claimed over 75,000 lives, caused 500,000 Sierra Leoneans to
become refugees, and displaced over 2 million of Sierra Leones
population (worldpress.com) Rebels rape, mutilate, spread HIV/Aids,
and murder for diamond control Use of children are enslaved to find
diamonds and patrol Although no proof has been produced De Beers
has been widely criticized for dealing blood diamonds
5. KEY CHARACTERISTICS OF SIERRA LEONE Economy Political Legal
Social and Cultural Global Trading & Financial Global
Strategy
6. SIERRA LEONE ECONOMY 2015 Index of Economic Freedom 51.7
(World rank 147) Population = 6.1 Million GDP $9.4 Billion Growth =
6.3% 9.5% (5-year compound annual growth) Per Capita = $1,542
Unemployment = 3.2% Inflation = 9.8% FDI Inflow = $579.1 Million
Economy was severely degraded from Civil War Corruption remains
rampant (119/175 corruption index) Currency is the Leone ($1.00 USD
= $4,236.50 Le) 2/3 of the total population are directly involved
in agriculture (Accounted for 58% GDP) Mining - Mineral exports are
the main currency earner ($250-$300 million USD per year) (Sierra
Leone, 2014)
7. ECONOMY CONTINUED % of GDP Agriculture 58.5% Other Services
10.4% Trade 9.5% Wholesale 9% Mining 4.5% Government 4%
Manufacturing 2% Construction 1.7% Electricity & Water .4%
8. POLITICAL Sierra Leone is divided into three provinces
Eastern, Northern, and Southern Presidents are elected to 5 year
terms based on popular vote (limited to 2 terms) Multi-party system
(All Peoples Congress, Peace and Libertarian, Peoples Movements for
Democratic Change, and the Sierra Leone Peoples Party) Trade unions
and student unions are influential in Sierra Leones political
system Ernest Bai Koroma is the current president English is the
official language (Infosino, n.d.)
9. LEGAL Sierra Leone became independent on April, 27th 1961
after years of British rule Sierra Leones legal system is a hybrid
of English common law and customary law Parliament Where new laws
are proposed Legislative branch has 124 seats 112 chosen by popular
vote (5 year terms) Judicial Branch Poorly managed and corrupt
Executive Branch President is chief of state and head of government
The Supreme Court Final Court of Appeal in Sierra Leone (4
Justices) Customary Legal Systems All legal proceedings and
judgments conform to the constitution (Kabbah, 2006)
10. SOCIAL AND CULTURE Three years in a row the United Nations
Development Program has rated Sierra Leone to have the world worst
living conditions Recovering from a 10 year Civil War due to
diamonds Over 10,000 people have lost limbs due to the civil war
75,000 people have killed 2 million people have been displaced
Religion Animism (40%), Islam (40%), and Christianity (20%)
Majority of the people live a traditional, agricultural way of
life, with ruling chiefs Local Music (tribal) Strong beliefs for
customs and traditions 16 Tribes are found in Sierra Leone Mende,
Temne, and Limba to name a few (Kabbah, 2006)
11. GLOBAL TRADING & FINANCIAL Sierra Leone has been a
member of the WTO since July, 23rd 1995 Member of General Agreement
on Tariffs and Trade since May, 19th 1961 Exports of goods and
services = 53.1% at $104.15 million USD Imports of goods and
services = 54.43% at $81.95 million USD Sierra Leone
Competitiveness Rank = 138/144 Balance of Trade = -23.33 million
USD Mineral exports remain Sierra Leones foreign exchange earner at
$70 to $250 million USD Illegal global diamond and gun trading is a
problem ($25 million USD is said to be lost to rebel activities)
(tradingeconomics.com)
12. GLOBAL STRATEGY Peace and state-building process Political
stability Strengthen infrastructure on diamond exports War on
corruption Create a stronger monetary policy (lower inflation
rates) Reduce the current account deficit ($-1913.51 million USD by
increasing exports and reducing imports) Good Governance voicing
accountability and political stability and to control government
corruption (Kabbah,2006)
13. FIRST IDEA De Beers to create a new process for selling
diamonds that are 100% conflict free Most consumers buying diamonds
have no idea where they are coming from Many certifications exist
for diamond grading No actual certifications exist for conflict
diamonds, just the companies word De Beers should create a new
certification process which includes: Where the diamond(s) was
mined Who it was mined by Which company or investor bought the
diamond(s) Where the diamond(s) was cut
14. SECOND IDEA Many companies use Fair Trade to create CSR and
CSV De Beers can get on board and use Fair Trade or create a type
of Fair Trade system This type of movement would help promote:
Better trading conditions Sustainability Higher social standards
Higher environmental standards Better pay for workers
15. THIRD IDEA Roughly 1750 tons of ore needs to be extracted
from the earth to find a rough 1CT diamond Diamond mines are often
built in fragile ecosystems Most all diamond ore waste is left in
piles and is mixed with Cyanide to dissolve waste De Beers could
create CSR and SV by using diamond ore waste Help Sierra Leones
communities Donate processed ore waste to local business and
government Diamond ore waste can be used as strong building
materials, to create roads, bridges, homes, buildings, etc.
16. INCORPORATING PORTERS IDEAS & CSR Shared Value is
created in three ways: Reconceiving products and markets Redefining
productivity in the marketplace Enabling local cluster development
(Porter & Rivkin, 2012) Corporate Social Responsibility A
companys sense of responsibility towards the community and
environment in which it operates (Hill, 2014)
17. RECONCEIVING PRODUCTS AND MARKETS De Beers primary income
are diamond sales Lowering cost with innovation and technology
Serve different markets with recycled diamond ore waste Outreach
work to better peoples living standards by donating processed
building materials Access new markets by creating subsidiaries to
authenticate non-conflict diamonds Consumers would then know where
their diamond(s) are coming from Would serve different markets and
allow accessing new one by creating jobs and different
positions
18. REDEFINING PRODUCTIVITY IN THE MARKETPLACE De Beers can
drive economic and social development Improve on cost, quality,
quantity, and dependability of distribution by: Providing higher
wages Developing new ways to recycle diamond ore waste Donating or
providing a sustainable cost to local businesss, government, and
communities with ore waste These ideas will simultaneously produce
and redefine productivity within De Beers and Sierra Leone
19. ENABLING LOCAL CLUSTER DEVELOPMENT De Beers creating a
competitive advantage Positive working conditions and business
relations with: Employees Suppliers Local companies Local
government Sierra Leone with the help of De Beers would be able to
create a functional infrastructure for local businesses, businesses
looking to relocate, and potential new businesses Help fight war on
corruption within Sierra Leones government
20. CORPORATE SOCIAL RESPONSIBILITY Labor rights Civil and
political rights Rights of communities, groups, and people
(indigenous and tribal people) Economic, social, and cultural
rights Conflict Free diamonds Rebuilding Serra Leone Creating jobs
Adequate pay and benefits
21. DE BEERS AND SIERRA LEONE WORKING TOGETHER Taking resources
and investing them by: Recycling Giving money to local social
causes and local business needs Reporting on social and
environmental impacts Engaging employees and citizens in community
and business works Sustainability (protecting the future for both
De Beers and Sierra Leone) Compliance (laws, code of conduct, and
business principles) Rural development Defeating rebels and the
conflict diamond trade
22. CONCLUSION De Beers can create shared value within its
business and within Sierra Leone Using Michaels Porters ideas A new
process for authenticating and selling diamonds that are 100%
conflict free Creating a type of Fair Trade system Recycling
diamond ore waste Creating subsidiaries on a new authentication
process Lowering cost with innovation and technology Provide higher
wages Positive working conditions and better business relations
with employees, suppliers, and other companies Sierra Leone to
create a functional infrastructure for De Beers and other
businesses All of these ideas will create shared value and
corporate social responsibility for local communities, businesses,
citizens, employees, all while operating and working together
within Sierra Leone and De Beers Diamond Company
23. REFERENCES Hill, C. (2014). Global business today (8th
ed.). New York: McGraw-Hill Irwin. Porter, M., & Rivkin, J.
Harvard Business Review (2012). The Looming Challenges to U.S.
Competitiveness, 1-9. Porters Five Forces: Analyzing the
Competition. (2015, February 18). Retrieved July 2, 2015, from
http://www.businessnewsdaily.com/5466-porters-five-forces.html
Gemological Institute of America: Diamond History and Lore. (n.d.).
Retrieved July 6, 2015, from
http://www.gia.edu/diamond-history-lore Corporate Social
Responsibility in the Diamond Industry. (2011, May 21). Retrieved
July 6, 2015, from
https://journalofinternationalmanagement.wordpress.com/2011/05/22/corporate-social-responsibility-in-the-
diamond-industry/ De Beers Diamond Company. Our History. (n.d.).
Retrieved July 6, 2015, from
http://www.debeersgroup.com/en/our-story/our-history.html Corporate
Social Responsibility in the Diamond Industry. (2011, May 21).
Retrieved July 6, 2015, from
http://thegreenerdiamond.org/conflict-diamonds-2/environmental-impact/
Stanford University. Blood Diamonds. (2006, December 6). Retrieved
July 6, 2015, from
http://web.stanford.edu/class/e297a/Conflict%20in%20Sierra%20Leone.htm
24. REFERENCES CONTINUED Sierra Leone. (2015). Retrieved July
10, 2015 from, http://www.heritage.org/index/country/sierraleone
Infosino, C. (n.d.). Political Systems in Sierra Leone | The
Classroom | Synonym. Retrieved July 10, 2015, from
http://classroom.synonym.com/political-systems-sierra-leone-12547.html
Kabbah, H. (2006, November 1). GlobaLex - Sierra Leone Legal System
and Legal Research. Retrieved July 10, 2015 from,
http://www.nyulawglobal.org/globalex/Sierra_Leone.htm Sierra Leone
Balance of Trade | 2000-2015 | Data | Chart | Calendar. (2014).
Retrieved July 10, 2015 from,
http://www.tradingeconomics.com/sierra-leone/balance-of-trade
Sierra Leone Continues to Have World's Worst Living Conditions -
2002-07-25. (2009, October 29). Retrieved July 10, 2015, from
http://www.voanews.com/content/a-13-a-2002-07-25-23-
sierra-67433557/384298.html F, P., Y, B., J, W., & J, Z.
(2013). Retrieved July 10, 2015, from
http://www.afdb.org/fileadmin/uploads/afdb/Documents/Project-and-Operations/2013-2017
- Sierra Leone Country Strategy Paper_01.pdf