The Evolution of the Circus Industry (A)

Case Solution

W. Chan Kim, Renee Mauborgne, Ben M. Bensaou, Matt Williamson

This is the first in a series of two cases. Cirque du Soleil has successfully entered a structurally unattractive circus industry. It was able to reinvent the industry and create a new market space by challenging traditional assumptions about competition. Emphasizes innovation by shifting the group of buyers from children (traditional circus end users) to adults (traditional circus buyers), leveraging the particular strengths of other alternative industries such as theater, Broadway shows and opera, a range entirely new utility for more mature and wealthy customers. ** Winner of the 2006 ECCH European Case Awards category and overall winner of the 2009 ECCH European Case Awards.

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