The De Beers Diamond Story: Are Diamonds Forever? Donna J. Bergenstock Assistant Professor of Business Muhlenberg College 2400 Chew Street Allentown, Pennsylvania 18104 Phone: (484) 664-3587 Fax: (484) 664-3536 e-mail: bergenst@muhlenberg.edu James M. Maskulka Associate Professor of Marketing Lehigh University 621 Taylor Street Bethlehem, Pennsylvania 18015 Phone: (610) 758-4774 Fax: (610) 758-6941 e-mail: JMM1@lehigh.edu [This is the peer-reviewed post-print of the article, identical in textual content to the publisher PDF, available at http://www.elsevier.com/locate/bushor . ]