Even a Clown Can Do It: Cirque du Soleil Recreates Live Entertainment (B)

Name: Even a Clown Can Do It: Cirque du Soleil Recreates Live Entertainment (B) (English version)
SKU: BOS-008

Kim, W. Chan; Mauborgne, Renee; Bensaou, Ben M.; Williamson, Matt

Product #:BOS-008

Supplier:INSEAD

Discipline:General Management

Details:Supplemental Case (PDF) • 7 pages • 2008-05-01 (Rev: 2014-05-15)

Subjects:

Innovation International business Systems theory Competitive strategy

Industries:

Media, entertainment, and professional sports

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$4.62

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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. **ecch European Case Awards Category Winner 2008** Video can be obtained from https://www.blueoceanstrategy.com/teaching-materials/cirque-du-soleil/

Learning Objectives

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 analysis framework 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.