The CSO ... R.I.P.?(Brief Article)

Change can be difficult for any company--especially a 100-year-old one steeped in tradition like De Beers. Yet, its separation from Anglo-American seems to have led De Beers into a fascinating period of corporate soul-searching. Chairman Nicky Oppenheimer recently said that De Beers is "determined not to be rigid in our thinking." One spokesman even promises "surprises ahead."

For now, the biggest change is in psychology. Oppenheimer has publicly stated the company no longer wants to be considered the industry's guardian, as "guardianship was never a very satisfactory position." (Now he tells us.) This was probably inevitable. De Beers' market share is down to 66 …