In 1984, a small band of Canadian street performers set out to breathe life back into the tired circus industry. In creating Cirque de Soleil, a unique amalgam of circus, opera, theater, and spectacle, founders Guy Laliberté and Daniel Gauthier turned what used to be traditional circus shows for kids into unconventional entertainment, primarily targeted to adults. This case explores how this troupe went about creating a new market space, a strategy that has proven highly successful and hugely profitable.
Authors: Ben Bensaou, Chan Kim, Matt Williamson, Renée Mauborgne
Subjects: Miscellaneous, Strategy
Company: Cirque de Soleil