The Evolution of the Circus Industry (A); Even a Clown Can Do It: Cirque de Soleil Recreates Live Entertainment (B)

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.

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