In this case, "the synthetic diamond industry has come on the radar of diamond giant DeBeers as a potential disruptive technology. The question facing the firm is how it should respond to the threat." The case helps students to "explore issues of strategy that arise in markets for status goods and appreciate how a major players strategic moves can transform a market. Students will discuss the source of diamonds value to consumers, and how that value can be shaped through DeBeers strategic choices."
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