This is the first of a two-case series. The first Case (A) discusses the evolution of the circus industry up until the emergence of Cirque du Soleil. This case provides a detailed discussion on the structure of the circus industry to make possible a rich analysis of how its industry attractiveness has changed over time and the challenges the industry now confronts.

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.

This case follows the development of Richard Branson from his early days as the editor of his own student magazine to his current status as founder and Chairman of the Virgin Group. It focuses on the iconoclastic, yet extremely effective, management style and business philosophy of a man who has become one of the world's best-known entrepreneurs.