This is the second of two case series. Cirque du Soleil very successfully in a structurally unattractive circus industry. It was able to re-invent the industry and created a new market space by challenging the conventional assumptions about how to compete. It renewed value by the buyer group from children (end-users of the traditional circus) to adults (purchasers of the traditional circus), pointing to the distinctive strengths of other alternative industries, such as thea … Read more »

This is the second of two case series. Cirque du Soleil very successfully in a structurally unattractive circus industry. It was able to re-invent the industry and created a new market space by challenging the conventional assumptions about how to compete. It renewed value by the buyer group from children (end-users of the traditional circus) to adults (purchasers of the traditional circus), while of the distinctive strengths of other alternative industries, such as the theater, Broadway shows and the opera, a completely new set to mature and higher spending to provide customer service programs. Ecch European Case Awards Winner ** 2008 ** Category
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from
W. Chan Kim,
Renee Mauborgne,
Ben M. Bensaou,
Matt Williamson
Source: INSEAD
8 pages.
Release date: 01 Registered in May 2008. Prod #: BOS008-PDF-ENG
Even a Clown Can Do It: Cirque du Soleil creates Live Entertainment (B) HBR case solution