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Even a Clown Can Do It: Cirque du Soleil Recreates Live Entertainment (A) (Portuguese Version)
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Reference: INSEAD-4999APT-PP
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Number of pages: 6
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Publication Date: Jan 1, 2002
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Source: INSEAD (France)
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Type of Document: Case
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Industry Setting: Circus
Description
Cirque du Soleil has successfully entered a structurally unattractive circus industry. It has reinvented the industry and created a new market space, defying conventional assumptions about the mode of competition. It has implemented value innovation, thereby targeting buyer groups: from children (traditional circus end users) to adults (traditional circus buyers). In this sense, he conceived his project based on the characteristic features of other alternative industries, such as theater, Broadway shows and opera, with the ultimate goal of offering a new set of services to more mature and empowered customers. purchase.