OverviewBy Gerald Baraza, The writer is a Ph.D Candidate in Organizational DevelopmentCecil John Rhodes, an English entrepreneur during the latter half of the 18th Century founded De Beers Corporation as the diamond marketing wing of the giant Anglo-American Corporation Company (AAC). The ACC is listed on London, New York and Johannesburg stock exchange as a public mining company. The AAC owns 45% of the private De Beers Societe Anonyme, De Beers in short, which is under analyses in this paper. De Beers Investments is the privately held and is registered in Luxembourg. It is made up of three shareholdings: Anglo American plc has a 45% shareholding, Central Holdings (the Oppenheimer family) has a 40% shareholding, and the Government of the Republic of Botswana owns 15% directly.
Nicholas Oppenheimer is the Chairman of De Beers and his key players are active in every category of industrial diamond mining: open-pit, underground, large-scale alluvial, coastal and deep sea. Its mining operations take place in Australia, Botswana, Namibia, South Africa and Canada. De Beers was formed in 1888 by the merger of the companies of Barney Barnato and Cecil Rhodes, by which time the company was the sole owner of all diamond mining operations in Southern Africa. In 1889, Cecil Rhodes negotiated a strategic agreement with the London-based Diamond Syndicate, which agreed to purchase a fix quantity of diamonds at an agreed price, thereby regulating output and maintaining prices. The agreement soon proved to be very successful - for example during the trade slump of 1891-1892, and during the First and Second World Wars supply was simply curtailed to maintain the price. In 2001, De Beers entered into a retail joint venture with French luxury goods company Louis Vuitton Moet Hennessy (LVMH) to establish an independently managed De Beers diamond jewellery company.
Open System CharacteristicsThe De Beers management mandate is to use rational, systematic, science-based techniques to inform and improve decisions of all kinds in all its global operations. It has decentralized operations and empowered each unit whether it’s a mine or a diamond processing palnt to make decisions that are compartible with its environment.
Importation of energyThe joint venture, called De Beers Diamond Jewellers Ltd sells diamond jewellery in major cities throughout the world. The first De Beers store opened on Old Bond Street in London and there are now De Beers retail stores in New York, Chicago, Hong Kong, Hollywood, Paris, Munich, just to mention a few. These stores are the sources of energy for the company. They are independent outlet that respond to their own situations in different environments to recruit and manage staff, negotiate prices, and make decisions that must not only sustain the organization but make it grow as well.
The strategy for open systems management is put into operations under the directions of the Chairman, Nicholasoppenheimer and involves surveying new diamond mines, investing in equipment and technology, scheduling mining operations, deciding the appropriate place to site new retailing outlet, or diamond processing plant, managing the flow of diamonnds from various mining operations to retail outlets, identifying threats and oportunities to all operations and making possible safeguards, investing in employees and future technology, establishing the information needs and appropriate systems to manage knowledge and the necessary information. supply them within the health service, and identifying and understanding the strategies adopted by competition so as to advance effective strategies.
ThroughputThe transformation of rough diamonds into products that will eventually be sold on the markets is done by the most qualified and skilled jewelry architects, artisans, and engineers housed in three locations in Johannesburg, London and London. De Beers offers scholarships (these are separate from the famous Rhodes Scholarships) to architectural and mining engineering graduate students at major universities such as MIT in the US, Imperial College London or Witwatersrand University in South Africa.
OutputThe output of De Beers is jewels in which gold, silver and diamonds are the main raw materials. De Beers are the appointed jewelers for most monarchs including the British Monarch. They are the jewelers of choice for the wealth and famous and have opened a 24 hour retail outlet in Hollywood to meet the needs of such celebrities.
Each retail outlet responds to design needs of the discerning clientele in its market segment. For example the stars in Hollywood may prefer the diamonds on an alloy of gold and silver while the monarchs around the world may prefer their diamonds to be on pure gold platforms.
Negative entropyFrom the directorship of Cecil John Rhodes, the De Beers Company has survived nearly two centuries now. This has been the case because the company is controlled directly by the heirs to the Cecil John Rhodes estate. Those who take the reigns of power such as Nicholas Oppenheimer are qualified economists from Oxford University. Such leadership can employ sound management practices that can not only sustain the organization but ensure its success.
In South Africa, Luxemburg, the UK or the US, organizations that are incorporated under the various company laws become separate legal entities. This means such organizations are able to go on in existence as long as they can make enough money to sustain them, pay their tax obligations and remunerate employees in terms of bona fide contracts for employment or services. Such organizations become separate legal entities from their owners. Thus they can sue or be sued.
At the end of each trading period De Beers like all other successful organizations put aside money for a rainy day in their reserve accounts at the bank. Such money becomes handy when there are not enough diamonds coming from the mines. The retail outlets do trade in other items that are not necessarily “diamonds related” such as artificial jewelry, handbags, and cosmetics accessories, just to mention a few. De Beers itself engages in cutting-edge social research. Such research enables De Beers to articulate the political, economical, threats and opportunities it faces in each market segment.
Information input, negative feedback and coding process Essential information is important to the De Beers Company. As mentioned earlier on, De Beers can afford to employ the best accountants, engineers, economists, among many other professions, who are tasked with creating the knowledge required to sustain De Beers and also make it unique. Such professionals meet as a community of practice to create, diffuse and distribute the knowledge required by De Beers organization at every operational unit. These professionals collaborate to use their experience to reconfigure the information required for consumption by different users within the De Beers organization. Negative feedback is referred to the public relations department where it is scrutinized and addressed. In addition the Company uses the negative feedback to advance better strategy by analyzing its strengths, weaknesses, opportunities and threats it faces in each environment it operates.
Steady state and dynamic homeostasisIn all systems inputs, throughputs and outputs create a continual flow of energy. At De Beers maintaining a steady flow of energy is attained because the organization reviews its strategic planning weekly, monthly and annually. Each unit is empowered to change in response to environmental situation in its own locality. In addition the De Beers Corporation has a detailed expansion and growth plans as part of its corporate strategy. These plans include investment in research and technology, financial support of special interest groups, succession plans, among many other activities.
Different positions that are filled by individuals who are qualified in the core business of the De Beers Company. Specialized roles such as auditing, research and development, among others are outsourced to special collaborative organizations. Specialized positions such as those for financial management or information systems management are occupied by knowledgeable leaders in those fields. But there is a continual need to fill most positions with people who possess the core expertise pertaining to the De Beers Company.
EquifinalityThe final characteristics of an open system are that the same results can be achieved through different configurations. Management in organizations such as the De Beers Company have similar goals which can be identified as cost-awareness, profit-motive, quality and quantity standards, customer-focus, product development, need for innovation, among many others. These goals and standards ensure almost the same results when repeated in a different way.
Generic Subsystems of the De Beers CompanyThe De Beers Company has the following sub-systems;
Corporate Department in which is presided by the executive chairman Nicholas Oppenheimer and his key strategists such as the presidents for finance; operations; organization and strategy; human resource and industrial relations; legal and public affairs; research and development; and information systems and security and retailing. There are six presidents in all who are supported by six vice presidents as well.
Adaptive subsystemsThe retail outlets are in partnerships with local businesses so that risk is spread and minimized. These retail outlets are not involved in the mining or manufacturing but do take design orders from the public. They play an important role in identifying the key stakeholders such as customers and those charitable members of the community could use De Beers Company donated funds.
Maintenance Sub-systemsThe human resources, legal and corporate and public relations, information systems and security, finance and accounting help the organization by providing a role that enables the De Beers Company to accomplish its desirable goals. Each division is headed by an expert in that particular field. For example the finance division is headed by a qualified chartered accountant or certified financial accountant.
Managerial sub-systemEach division has a structure that has different managers doing different work. But this work is all related professionally to the core goals of the division. For example in the Human resource division there are managers for compensation, training, organization development, industrial relations, recruitment, welfare, and research.
Culture There are many variables that can make up an organizational culture. For example technology, skills, knowledge, practices, among many others make up what can be a standard culture in a company. Schein (1997) suggests that an organization’s culture is made up of the organization’s technical language, customs which could include rules and regulations, traditions, group norms: standards and values, organizational skills, and climate under which members operate. The culture at De Beers is unique to its organization. First the skills found within the organization include engineering, architectural, administration, marketing and retailing, art and jewelry designing, to mention just a few of the many skills. These skills are so engineered to support the Mission of the organization. For example diamond designing and cutting are invaluable skills in the jewelry making business. Security in mining and production operations is important because even the smallest diamonds can still be wok-in-progress, assets of the company. Therefore a culture reflects the attributes that make the organization.
Mission and Strategy The Mission of “Diamonds are forever” must be developed and shared among all units, divisions, departments and associates. The mission is part of the organizational culture that guides operations and activities. It helps the organization to achieve its desired goals. The Mission can be a summarized aim of the organization from which organizational goals become sub objectives.
The Mission statement is there to motivate and guide operations and decision making. In its efforts to maintain this Mission, the De Beers Company values “corporate responsibility and global citizenship”. The leadership of the organization under the chairmanship of Nicky Oppenheimer asserts that social responsibility is more of an asset rather than an expense. Rebernak (2007p1.) states that “the reputation of the Group as a good global citizen is of great importance” and that “the cornerstone of De Beers’ diamond reputation is its Diamond Best Practice Principles, currently being implemented across De Beers and its global retailing, designing units which are independently audited:”. De Beers values are globally upheld and supported in all associated companies and units.
Mechanistic vs. Organic StructuresIn 1961 Burns and Stalker studied the structures and organization methods of several companies are found that there were two main distinctions, the mechanistic and organic structures. The mechanistic organization is not flexible at all. .It is too rigid characterized by individual specialization as depicted in Adam Smith’s pin-making factory. In this factory, the pin making operations are divided into several functions that made up the whole operations. In such pin making activities cutting the wire into the right sizes, making the pin’s head, sharpening the pin, polishing and packaging the finished product are unique functions that characterize a mechanistic organization. Employees work separately and specialize in one task; there is a hierarchy of authority and well defined responsibilities. There is also a centralization of the decision making. All important decisions to do the job have to be made from a central point in most cases these will be made by one person or just a few individuals have the authority to make defined decisions.
In an organic structure there is quite the opposite to centralization of authority, there is delegated authorities and responsibility which increase as one climbs the hierarchical ladder. Organization is network of persons or teams. People work in different capacities simultaneously and over time. Communications are vertical indicating a strong reporting structure.
At De Beers the organizational structure is a mixture of all the two formats but leans towards the organic structure at best. The De Beers structure is characterized by business units, divisions, and functions that make decisions of their own. This is typical of an organic structure. In addition the chairman maintains an open-door system for all his board members, top management and listens to all constructive criticisms and suggestion. There are different types of boards in each country where De Beers has interests. For example in South Africa there is a board responsible for social responsibilities and another one for development and implementation of corporate strategy. The two boards feed each other with information and all report to the same chairman.
In all its other operations for example in Europe or the US, there is only one single board appointed to attend to both social and corporate responsibilities of the company in those countries. This is a organic structure but the positions of the board members are similar to those found in other similar corporations for example the directors of mining operations, explorations or finance all have similar functions. Since Burn & Stalker (1961) there has been emphasis on horizontal as opposed to vertical coordination for firms operating in turbulent environments such as those found in Africa (West African states such as Sierra Leone or Southern African states such as South Africa, Namibia or Botswana where democracy has teething problems) where De Beers has interests. In such environments politics create pressure on organizations and that impels them to behave in certain ways leading to the formation of an organic structure. The De Beers organization is no exception in confirming to such political demands.
At De Beers there is an amoebic organic structure in each country of operations that conforms to the main corporate strategy in Luxemburg. The structures in each country of operations are amoebic because they have same DNA or properties as the main corporate board in Luxemburg. An organic structure encourages innovation and motivates stakeholders to embrace the mission of the organization. Employees work in teams, there is flexibility in operations and stakeholders work in communities of practice, and there are concerted efforts for productivity.
Control Systems
Technology, Differentiation, and IntegrationAccording to the resource view of organization, a company must have capabilities, knowledge and technology that are different and superior to those of similar companies in order to create the competitive advantage. Mupepi (2003) suggests that technology is made up of the tools and artifacts that are used to enhance productivity or improve organizational life. Technology helps to create the competitive advantage in many respects. When technology helps the organization to improve controls and reduce costs it enables the company to produce products and services at competitive prices.
Control Systems Technology is an integral part of control systems. Different technologies have affected mining operations worldwide and diamond operations are no exception. For example technology has enabled gold mining dumps to be re-worked yielding a viable amount of re-claimed gold. De Beers sponsors engineering programs at top universities to encourage scholars to find sustainable and environmentally friendly methods of mining. Different types of technologies are used in administration, mineral exploration, new mine development, in exploiting the minerals, just to mention a few examples. The submersible water pump is believed to have been invented with funding at the Massachusetts Institute of Science and Technology from Cecil John Rhodes in the late 18th Century when diamonds were discovered at the Kimberley Reef in South Africa. The De Beers company partners with other renowned global research and development centers to advance the type of technology that sustains its business. Mupepi asserts that the creation, diffusion and distribution of the knowledge required in organization can be integrated through the use of communities of practice. At De Beers business and its operations are integrated at various levels within each country of operations. The main corporate body in Luxemburg remains in-charge of the final direction the De Beers Company will adapt and follow.
Administrative, Accounting and Financial Control Systems
Described as administrative control systems these standards help the organization to account for activities and use of resources. At De Beers such standards conform to company tax and legal requirements of business operations in each country where De Beers has vested interests.
DifferentiationDiMaggio & Powell (1991) argue that organizations mimetic each other in order to minimize risk. The corporate hierarchical structures found in most corporations confirm that such organizations copy each other in order to do similar risk free operations or minimize risk. De Beers organization is unique in many respects but it still has a finance and accounting, marketing, research and development, operations or human resources departments which can also be found in many other organizations. Environmental analyses have shown that corporations compete for similar talent and skills, the same consumer bodies or resources. Differentiation can also be made through products by variations in packages, advertising or pricing. By exploiting the four “Ps” in marketing, product, prices, packaging, and place, a company can be different from other similar organizations producing similar products.
Integration and CoordinationThe De Beers Company is integrated in the countries it operates. For example in Botswana the government has a 15% shareholding in its business. In addition to employing local people the Company contributes to the health needs of its communities in Sub-Sahara Africa. In Angola, Botswana, Democratic Republic of the Congo, South Africa, Namibia and Tanzania the Company supports local education, rural health centers, specialized workforce clinics, HIV-Aids/Virus medications and many other social programs. The Company has meetings with stakeholders to determine the needs of the community and determine any form of financial assistance.
Life Cycle De Beers as a company has been in existence since 1888 and has survived all these years because of a sound capital base and astute investing strategy. Its products last “forever” as the mission states. Ray et al (2004) consider that product life cycle goes through many phases, involves many professional disciplines, and requires many skills, tools and processes. At De Beers the mining of and processing of diamonds is an year-round contunuous process that continues until the mine is exhausted. Ray et al suggest that the product life cycle (PLC) has to do with the life of a product in the market with respect to business/commercial costs and sales measures; whereas the product lifecycle management (PLM) has to do with managing descriptions and properties of a product through its development and useful life mainly from a business and engineering point of view. De Beers annual reports indicate that there are different stages in diamonds/jewelry life cycle. The first stage is the market introduction where costs are high and sales volume low initially. Most of the retail outlets are past this stage, customers have to be propmted to try the products (for example the discerning customers in Beverly Hills need to be informed about new diamond designed products that supposedly enahnces image ) and the competition appears to be very little. The second stage is growth. Costs must be reduced to encourage growth, sales volumes must increase significantly and prices must be established that can guarantee an increase in market share. The third stage is maturity. Here costs are supposed to be very low, there is no need for advertising and sales volumes tend to increase. The fourth stage is saturation where costs become counter-optimal and sales decilne. De Beers attempt to control this decilne by limiting the availability of diamonds, the key raw material in the precious jewel industry. They attempt to buy all the world’s diamond output and hope to control prices in the global marketing of diamonds. Profit becomes more a challenge of production/distribution efficiency than increased sales and in this strategy the company’s PLC and PLM tend to continue in semi-perpertual motion.
Conclusions Organic organization lead to productive teamwork. An organic organization is when the organization exists dependently, meaning that the organization takes into consideration the needs of its employees. Since in an organic organization the ideas and opinions of the employees are taken into consideration, this tend to lead to effectiveness in organization. Group leadership, is better than individual leadership because there are several people controlling the environment, instead of one person telling everyone what is expected. Since organic organizations take into consideration the ideas of the employees this opens the doors to innovation, productive teamwork among employees. The De Beers structure indicate that organic organization is good because it enhances the incentive to employees to perform to the best of their ability.
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