Essay about Social Performance of Organizations

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The DeBeers Group, a South African diamond mining company, began in 1871 with the discovery of diamonds in a mine owned by two Afrikaner farmers named DeBeers. Unable to handle the rush that followed, they sold two mines, one named “DeBeers”, the other “Kimberley.” An Englishman named Cecile Rhodes arrived with the intent to farm the land, but instead bought a claim to one of the mines. Rhodes joined Barney Barnato, who owned stakes in the nearby Kimberly Mine, and The DeBeers Consolidated Mines Limited was founded in 1888. In 1902, Ernest Oppenheimer, a diamond merchant from Germany, arrived in South Africa as a company representative in order to oversee operations there. In 1919 he founded Consolidated Diamond Mines of South West…show more content…
The DeBeers Group, a South African diamond mining company, began in 1871 with the discovery of diamonds in a mine owned by two Afrikaner farmers named DeBeers. Unable to handle the rush that followed, they sold two mines, one named “DeBeers”, the other “Kimberley.” An Englishman named Cecile Rhodes arrived with the intent to farm the land, but instead bought a claim to one of the mines. Rhodes joined Barney Barnato, who owned stakes in the nearby Kimberly Mine, and The DeBeers Consolidated Mines Limited was founded in 1888. In 1902, Ernest Oppenheimer, a diamond merchant from Germany, arrived in South Africa as a company representative in order to oversee operations there. In 1919 he founded Consolidated Diamond Mines of South West Africa Ltd., and after forming a competitive company named Anglo American, he took over DeBeers from Cecil Rhodes’ successors in 1929. DeBeers has employed as many as 24,000 people in 19 different countries, involved with everything from exploration to marketing. In 1947, at a time when diamond prices were falling worldwide, Harry Oppenheimer worked with a Philadelphia advertising agency to capitalize on the American fascination with diamonds, and the enduring ad campaign, “A diamond is forever” was born. Diamond engagement rings become the standard practice. Future campaigns like the diamond eternity ring, and “right hand rings” increase diamonds popularity as the gemstone of choice, and DeBeers occupies the number one position in the
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