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Taking over the role of being the CEO of a Canadian-based diamond mining, processing and marketing firm, and the top priority would be getting to understand the specific aspects of each export markets unique needs, wants and preferences in diamonds. Visiting each of these export markets to fully comprehend the role diamonds play in the lives of the people there is critical. The specific strategy for entering markets held by incumbent firms would first focus on adaptation and customization, and second product innovation. The catalyst joining these two strategies together needs to be the development of entirely new class of diamonds through branding how exceptional the natural beauty of Canadas diamonds are due to the unique natural forces that created them. Both strategies of adaptation and customization followed by product innovation would be accomplished by creating a differentiated value chain that provided for each customer to have their diamond cut and set exactly as they wanted it. The concept of mass customization for diamonds, fulfilled to the consumer through a selective recruitment of retailers would be use globally. Customizing both the diamond cut and the setting would intentionally create very high customer expectations, and the value chain, synchronized from

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