During the millennium, the demand for diamonds threatens awareness among jewelry customers that manufacture and trade in diamonds in some countries are now associated with growing inequality and human rights violations. This, in turn, had an impact on the reputation of the company De Beers and consumer confidence in the diamond as a product that represents wholeness, love and devotion. In 2000, the stability of De Beers "is dependent on the ability of its leaders to shift the paradigm of how the company and its context and embrace a completely different strategy." Hide
by Pankaj Ghemawat, Sonia Marciano Source: Harvard Business School 19 pages. Publication date: 29 June 2006. Prod. #: 706518-PDF-ENG
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