The Case Centre’s top 40 bestselling cases

Twentieth place - The Evolution of the Circus Industry (A)
The case
Case: The Evolution of the Circus Industry (A) Shouldice Hospital Ltd.
Authors: W. Chan Kim, Renée Mauborgne, Ben M. Bensaou, and Matt Williamson
Institution: INSEAD
Ref: 302-057-1
Date published: 2002

This is the first of a two-case series that explores how Cirque du Soleil challenged conventional assumptions to reinvent the circus industry. It shifted the audience from children to adults, drawing inspiration from theatre, Broadway shows and opera to appeal to more mature and high-spending customers.

The case series is designed to cover value innovation logic (as compared to industry and competitive analysis); the concept of value curve; and the six paths analysis for creating new market space.

The authors

W. Chan Kim is Professor of Strategy and International Management and Co-Director of the INSEAD Blue Ocean Strategy Institute.

Renée Mauborgne is The INSEAD Distinguished Fellow and an Affiliate Professor of Strategy at INSEAD. She is Co-Director of the INSEAD Blue Ocean Strategy Institute.

Ben M. Bensaou is Professor of Technology Management and Asian Business and Comparative Management at INSEAD.

Matt Williamson (INSEAD MBA 2000) was a Research Assistant.

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