In 2019, Chow Tai Fook Jewellery Group Limited, one of Hong Kong’s most popular jewellery chains, had recently adopted blockchain, under the leadership of managing director, to address some of the challenges in the diamond industry. In particular, the company had moved from paper certificates to digital certificates; blockchain also allowed the firm to trace the origin of diamonds, eliminating the problem of blood diamonds. In order to continue as a leader in transforming the diamond industry for the digital age, what other changes should the managing director implement? Should the company emphasize its use of blockchain technology in marketing to end consumers?
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