Publications
Publications
- June 2006 (Revised February 2007)
- HBS Case Collection
De Beers at the Millennium
Abstract
At the time of the millennium, diamond demand was threatened by an increasing awareness among jewelry customers that diamond production and trading in some countries was being linked to growing inequities and human rights violations. This, in turn, had an impact on De Beers' reputation and consumer confidence in the diamond as a product that represented integrity, love, and commitment. In 2000, De Beers' sustainability depends on the ability of its leaders to shift the paradigm of both the firm and its context and embrace a distinctly different strategy.
Keywords
Organizational Change and Adaptation; Value Creation; Strategic Planning; Social Issues; Luxury; Consumer Products Industry; Mining Industry; Africa
Citation
Ghemawat, Pankaj, and Sonia D. Marciano. "De Beers at the Millennium." Harvard Business School Case 706-518, June 2006. (Revised February 2007.)