Teaching Resources Library

Strategy

Marketing

DeBeers's Diamond Dilemma

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ABSTRACT

The synthetic diamond industry was on the radar of diamond giant DeBeers as a potential disruptive technology. In 2009, after years of concerted efforts to improve its tarnished reputation as the industry monopolist, DeBeers was wondering how it should respond to the threat.

 

LEARNING OBJECTIVE

To explore strategic issues that arise in markets for status goods; appreciate how a major player’s strategic moves can transform a market; and examine the source of diamonds’ value to consumers, and how that value can be shaped through DeBeers’s strategic choices.

COULD BE TAUGHT IN THE FOLLOWING COURSE(S)

strategy, marketing, game theory

DEBEERS'S DIAMOND DILEMMA

Educator Copy*

*An educator (non-watermarked) copy of this case is available only to individuals who hold teaching positions at academic institutions and want to use the case in a course.