The shifting market trends posed a significant challenge to De Beers’ preeminent position. Throughout the 1990s, the company’s inventories increased while its sales remained flat. To address this issue De Beers chose a transformational strategy: instead of maintaining its long-standing role as steward of the entire industry, it would become a leader in driving consumer demand. One of the key elements of that transformation was a program called Supplier of Choice. Launched in 2003, the program aimed to shift some of the responsibility for marketing to other players in the industry. De Beers would continue to promote the image and.
