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Traditionally De Beers had served this market indirectly through its network of resellers, polishers and merchants. This strategy had been complemented by De Beers marketing efforts using its famous ?A Diamond is Forever' tag line. This combination had allowed De Beers to circumvent the regulation imposed on it by the anti-trust regulation. But now, with the major lawsuit settled the company was free to operate directly in the United States.
Perry had been the international marketing director for De Beers SA for several years and had never faced such a challenge before. Should the company continue its strategy as the marketer for the whole diamond industry and stimulate US demand in this manner or should it examine new channels to market for its rough diamonds...
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