Bergenstock, Donna J.
Dr. Donna J. Bergenstock occupies a unique position as an academic researcher of the international diamond industry. Educated in economics and business at Lehigh University, Dr. Bergenstock studies the managerial strategies and marketing challenges of the primary force of the industry, De Beers. Her work has received international attention and she has appeared on ABC News 20/20 with John Stossel. Dr. Bergenstock is currently an Assistant Professor of Business at Muhlenberg College in Allentown, Pennsylvania.2004 0-7734-6286-4
This book explores one particular threat faced by the diamond industry and De Beers during the early 1990s: the release or "leakage" of rough (uncut and unpolished) diamonds on the open market by the Russian Federation in violation of their sales agreement with De Beers. Of particular interest is the discussion of how a devastating currency crisis and government budget deficit drove the Russians to "leak" diamonds, along with the disclosure of the secretive, duplicitous manner in which rough stones were leaked. A secondary issue addressed concerns the promotional efforts undertaken by De Beers and their marketing and distribution subsidiary, the Central Selling Organization (CSO),recently renamed the Diamond Trading Company (DTC), to increase worldwide demand by influencing consumer perceptions and buying behavior. Recommendations regarding future marketing strategies to be considered by De Beers, specifically corporate and product branding initiatives, conclude the discussion. This book will be of particular interest to those in the business and economics fields.