André Rieu

Case Study Trailer

A Maestro without Borders: How André Rieu Created the Classical Music Market for the Masses

Author(s): KIM, W. Chan, MAUBORGNE, Renée, JI, Mi


For several decades, the classical music industry has been in decline. Yet, André Rieu and his Johann Strauss Orchestra stand apart. While the industry struggles, Andre Rieu has been on the Billboard Top 25 Tours list for nearly 2 decades and more than 40 million copies of CDs and DVDs sold.

Explore the competitive practice of the classical music industry. Discover how Andre Rieu gained insight into unlocking new demand by looking to noncustomers of classical concerts. Learn how Andre Rieu reconstructed market boundaries between classical music and pop concerts, creating a blue ocean of vast new demand.

This case comes with a teaching note, a lecture slide pack and two videos: one on the conventional classical music concerts, and one on André Rieu that shows the blue ocean he created.

Case Study
Teaching Note
Lecture Slides

Teaching Materials

Blue ocean pedagogical materials, used in over 2,800 universities and in almost every country in the world, go beyond the standard case-based method. Our multimedia cases and interactive exercises are designed to help you build a deeper​ understanding of key blue ocean strategy concepts, developed by world-renowned professors Chan Kim and Renée Mauborgne.
Materials available from Harvard Business Publishing
Blue Ocean Shift | Strategy materials available from The Case Centre
We use cookies to ensure you get the best experience on our website and continuing implies your consent - Read our full cookie policy Okay, don’t show me again