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
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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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