Faced with such challenges as new sources of competition and suspicion about conflict diamonds, Gareth Penny had to rethink the basics.
A diamond may be forever, as De Beers' famous advertising slogan contends, but is the same true of a business model? That was the question facing Gareth Penny, managing director of De Beers, in the late 19'90s, when the famed diamond cartel found itself beset by a series of events that ultimately forced it to examine and then retool its business strategy.
Article Source:
http://www.businessweek.com/managing/content/jan2009/ca2009016_644338.htm
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http://www.robertsonandbach.com/rb/Home/images/DeBeersLogowht.gif
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