商品敘述：

In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore the $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the pilot program was to improve the consumer reselling experience and to enhance "diamond equity". Somewhat paradoxically, consumers typically received very low prices when they tried to sell diamonds (5-20% of the original retail price) leaving them reluctant to purchase diamonds in the future and making them into ambassadors of ill will. At a meeting scheduled for November 2015, the De Beers Executive Committee would have to decide whether to end the pilot program, extend it for another year to gather more information, or convert it into a new standalone business unit. Because De Beers had historically focused on producing rough diamonds (the "upstream" business), yet the new business unit offered an opportunity to enter and enhance the market for polished diamonds (the "downstream" business), the decision was particularly noteworthy.

涵蓋領域：

Market entry;Strategy execution;Vertical integration;Brand equity;Value propositions;Pricing strategy

相關資料：

Case Teaching Note, (5-717-481), 38p, by Benjamin C. Esty, Daniel P. Gross, Lauren G. Pickle;
Spreadsheet Supplement, (9-717-806), 0p, by Benjamin C. Esty, Daniel P. Gross, Lauren G. Pickle

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