This is the first of a two-case sequence. Cirque du Soleil quite successfully entered a circus industry that was structurally unattractive. It managed to reinvent the industry and created a brand new market space by challenging the traditional assumptions about how to compete. It’s value innovated by shifting the buyer group from kids (end users of the conventional circus) to adults (purchasers of the conventional circus), drawing upon the distinguishing strengths of other substitute industries, such as the theatre, Broadway shows and the opera, to offer a totally new set of utilities to more mature and higher spending customers.
The Evolution of the Circus Industry (A) case study solution
** Ecch European Case Awards Category Winner 2006 and ecch European Case Awards Overall Winner 2009.
PUBLICATION DATE: June 01, 2009 PRODUCT #: BOS007-HCB-ENG
This is just an excerpt. This case is about ORGANIZATIONAL DEVELOPMENT
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