In 2006, De Beers finally resolved to abandon its traditional strategy of supporting diamond prices by controlling supply. However, it was still uncertain about the best course of action to pursue in the future. What would be your advice to De Beers' CEO and Board of Directors? How is it possible for a company to be profitable in such a competitive and open market? What would you suggest to avoid bankruptcy? Is there any way De Beers' business can be sustainable in the 21^st Century?