Exploring methods to improve the image of South African diamond mines

Abstract

Companies invest time and money in the management of corporate reputation, exacerbated by interest groups who continuously challenge companies regarding their impact to society, the environment and employees. The research study was conducted to research the determinants of reputation and consider those that will be relevant for improving the image of the South African diamond mines, understanding reputational interdependencies as the actions of one mining company may have an impact on the industry in general, determining how the local diamond mining sector is perceived reputationally against other local mining sectors, and comparing how the South African mining sector compares reputationally against other mining countries. The mining industry has been operating in South Africa over a hundred years and this brings with legacy issues that continue to impact negatively on the reputation of the local mining industry. Through reputational interdependencies, the local diamond mining sector’s reputation will be impacted by the actions of another South African mining company even if they are not from the same sector that being diamonds. Consumers are also becoming increasingly conscious of how companies contribute to social challenges in and around their communities, how companies access and source their raw material and produce the final product. In conducting the research a quantitative method was used, with questionnaires distributed to respondents within De Beers, Anglo American South Africa, Department of Mineral Resources, South African Diamond and Precious Regulator, State Diamond Trader, the South African Chamber of Mines and Community development consultants.