The Evolution of the Circus Industry (A) Harvard Case Solution & Analysis

This is the first 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 Category Winner 2006 and ECCH European Case Awards Overall Winner 2009.The Evolution of the Circus Industry Case Solution

by W. Chan Kim, Renee Mauborgne, Ben M. Bensaou, Matt Williamson Source: Insead 6 pages. Publication Date: June 1, 2009. Prod. #: BOS007-PDF-ENG

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