blue ocean strategy

Cirque du Soleil

Cirque du Soleil

Case Part A: THE EVOLUTION OF THE CIRCUS INDUSTRY CASE A

Description:
This is the first of a two-case series. Cirque du Soleil very successfully entered a structurally unattractive circus industry. It was able to reinvent the industry and created a new market space by challenging the conventional assumptions about how to compete. It value innovated by shifting the buyer group from children (end-users of the traditional circus) to adults (purchasers of the traditional circus), drawing upon the distinctive strengths of other alternative 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 case series is designed to serve a variety of purposes in the 'value innovation and creating new market space' teaching module of an MBA strategy course or executive education programme. In both instances, the instructor can best use it to cover the following topics: (1) value innovation logic (as compared to industry and competitive analysis); (2) the concept of value curve; and (3) the six paths framework for creating new market space. A teaching note and video are available to accompany this case series**ecch European Case Awards Category Winner 2006 and ecch European Case Awards Overall Winner 2009

Case Part B: EVEN A CLOWN CAN DO IT: CIRQUE DU SOLEIL RECREATES LIVE ENTERTAINMENT CASE B

Description:
This is the second of a two-case series. Cirque du Soleil very successfully entered a structurally unattractive circus industry. It was able to reinvent the industry and created a new market space by challenging the conventional assumptions about how to compete. It value innovated by shifting the buyer group from children (end-users of the traditional circus) to adults (purchasers of the traditional circus), drawing upon the distinctive strengths of other alternative 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 case series is designed to serve a variety of purposes in the 'value innovation and creating new market space' teaching module of an MBA strategy course or executive education programme. In both instances, the instructor can best use it to cover the following topics: (1) value innovation logic (as compared to industry and competitive analysis); (2) the concept of value curve; and (3) the six paths framework for creating new market space. A teaching note and video are available to accompany this case series **ecch European Case Awards Category Winner 2008**

Teaching Note: EVEN A CLOWN CAN DO IT: CIRQUE DE SOLEIL RECREATES LIVE ENTERTAINMENT

Video Case: Click here to request access to the video

If you are a Professor teaching the CdS Case in a university, you can ask for access to download the movie that accompanies the case and teaching notes. Click here to request access to the video