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Case
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Reference no. 399-138-1
Authors: Barra O' Cinneide (Kemmy Business School, University of Limerick)
Published in: 1999
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

''Riverdance'', the interlude at the 1994 ''Eurovision Song Contest'' in Dublin led to ''Riverdance - The Show'', breaking all British records for an equivalent musical stage show. The case provides many points for discussing policy, marketing and entrepreneurship, among a wide range of management scenarios, while highlighting the importance of creativity and individual performance that characterises the entertainment field. International business strategy is central within the case, including options for positioning ''Lord of the Dance'' (created as a spin-off by Michael Flatley, originally a ''Riverdance'' star). Being ''the early bird'', ''Riverdance'' continues to have advantages over competitors but must remain vigilant and innovative. Flatley''s show invites comparisons with the strategies developed in brand wars such as Pepsi vs Coke or Avis vs Hertz. The ability of a small country (Ireland has a population of just 3.6 million), to take on the world''s ''giants'' of entertainment is a kernel issue, even with the ''Great Irish Diaspora'', the ethnic Irish population, worldwide, estimated at 75 million. Is there possible synergy between the unprecedented economic growth in Ireland, dubbed the ''Celtic Tiger'', and the emergence of culture based products? Finally the case poses the proposition: ''There''s no business like show business''. This case contains colour exhibits.
Location:
Size:
SME (small to medium-sized enterprise)
Other setting(s):
1995-1999

About

Abstract

''Riverdance'', the interlude at the 1994 ''Eurovision Song Contest'' in Dublin led to ''Riverdance - The Show'', breaking all British records for an equivalent musical stage show. The case provides many points for discussing policy, marketing and entrepreneurship, among a wide range of management scenarios, while highlighting the importance of creativity and individual performance that characterises the entertainment field. International business strategy is central within the case, including options for positioning ''Lord of the Dance'' (created as a spin-off by Michael Flatley, originally a ''Riverdance'' star). Being ''the early bird'', ''Riverdance'' continues to have advantages over competitors but must remain vigilant and innovative. Flatley''s show invites comparisons with the strategies developed in brand wars such as Pepsi vs Coke or Avis vs Hertz. The ability of a small country (Ireland has a population of just 3.6 million), to take on the world''s ''giants'' of entertainment is a kernel issue, even with the ''Great Irish Diaspora'', the ethnic Irish population, worldwide, estimated at 75 million. Is there possible synergy between the unprecedented economic growth in Ireland, dubbed the ''Celtic Tiger'', and the emergence of culture based products? Finally the case poses the proposition: ''There''s no business like show business''. This case contains colour exhibits.

Settings

Location:
Size:
SME (small to medium-sized enterprise)
Other setting(s):
1995-1999

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