This is the first part of a two part series housing. 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 the theat … Read more »

This is the first part of a two part series housing. 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 Category Winner 2006 ecch European Case Awards Overall Winner 2009.
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from
W. Chan Kim,
Renee Mauborgne,
Ben M. Bensaou,
Matt Williamson
Source: INSEAD
6 pages.
Release Date: 1 June 2009. Prod #: BOS007-PDF-ENG
The Evolution of the Circus Industry (A) HBR case solution