es correcta la respuesta de AVRVM, pero me pareció útil abundar en una explicación.
La connotación es necesariamente negativa, como cuando se alude a desvío de recursos o fondos (no se emplean para aquello que era su propósito) En este caso se trata de prácticas comerciales que sólo provocan encarecimiento y en ocasiones hasta alteración de los productos, como ha ocurrido (caso México) del sector farmacéutico.

The globalization of trade has created complex and often fragmented supply and distribution chains, providing opportunities for a variety of illegal or unauthorized activities targeting packaged goods. Depending on the product and geography, these threats include counterfeiting, tampering, theft and diversion of product into unauthorized markets, often in combination.
http://www.pmtdirect.com/website/article.asp?id=892

http://www.dennisbernard.com/diversion.htm
Understanding the diversion problem is the key to solving it.
Manufacturer sells the distributor a product for $4
Distributor sells salons the product for $8
The salon retails the product for $16

Either diverting or going direct enables the manufacturer to sell the same product that is retail to larger retailers for $5, who then turnaround and sell it for $14 to the general public, with no middle man. Greater profits for all! By doing this the larger manufacturer can sell more products, achieve greater profits, and fuel the type of growth and sales ...