This is the second of two series of cases. Cirque du Soleil very successfully entered structurally unattractive circus industry. She was able to invent the industry and has created a new market space by challenging conventional assumptions about how to compete. This value is an innovative move by the buyer group from children (end-users of the traditional circus) to adults (purchasers traditional circus), drawing on the distinctive strengths of other industries, alternative, such as theater, Broadway shows and operas, to offer a whole new set of tools for more mature and more customers spending. ** ECCH European Case Awards Winner 2008 Category ** "Hide
by W. Chan Kim, Renee Mauborgne, Ben M. Bensaou, Matt Williamson Source: Insead 8 pages. Publication Date: 01 May 2008. Prod. #: BOS008-PDF-ENG
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