De Beers, Ltd.: Polishing Up its Brand Image for the U.S. Market (A)


In order to be permitted to enter the United States retail market, De Beers Ltd. is expected to plead guilty to a lawsuit accusing them of price fixing. While trying to present itself as the conscientious leader of an otherwise sordid, often dangerous diamond business, the company finds itself facing the daunting task of balancing an admission of guilt and the negative media attention it may draw with an unpredictable American diamond consumer.

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