Prizes & Awards
This case is amongst the top 50 most popular cases in the 50 years history of The Case Centre – 1973-2023
2022 The Case Centre Best-selling Classic Case in Strategy & General Management
2021 The Case Centre Best-selling Classic Case in Strategy and General Management
2020 The Case Centre Best-selling Classic Case in Strategy and General Management
2018 The Case Centre Best-selling Case in Strategy and General Management
2016 The Case Centre Best-selling Case in Strategy and General Management
2015 The Case Centre Best-selling Case in Strategy and General Management
2014 The Case Centre Best Selling Case in Strategy and General Management
2013 Case Centre Best Selling Case in Strategy and General Management
2012 ecch Best Selling Case in Strategy and General Management
2010 ecch Best Selling Case in Strategy and General Management
2009 ecch Best Selling Case in Strategy and General Management
2008 ecch Best-selling Case in Strategy and General Management
Winner of 2008 European Case Awards, Strategy and General Management Category
2007 ecch Best-selling Case in Strategy and General Management
2006 ecch Best-selling Case in Strategy and General Management
2005 ecch Best-selling Case in Strategy and General Management
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. The case series can be equally used individually in a standalone module on value innovation or as part of a sequence of three to four sessions. In both instances, the instructor can best use it to cover the following topics: (1) the value innovation logic (as compared to industry and competitive analysis); (2) the concept of value curve; and (3) the six paths analysis for creating new market space. A video called 'The Evolution of the Circus Industry' is available for free faculty download at www.blueoceanstrategy.com.
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. The case series can be equally used individually in a standalone module on value innovation or as part of a sequence of three to four sessions. 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 analysis for creating new market space. A teaching note is available to accompany this cases series. A video clip free for instructor download is available at www.blueoceanstrategy.com.
- Circus and live entertainment industry
- Value Innovation
- Strategy
- Blue Ocean Strategy
- Creating new market space
- Redefining industry boundaries
- Competition
