MANUAL CREATIVITY AND BUSINESS INNOVATION

MANUAL CREATIVIDAD, INNOVACIÓN Y EMPRENDIMIENTO

This is going to be an element that we are going to see very often: successful entrepreneurs know a lot about their business, in fact they know it because they come from that activity. Laliberté reinvents the circus business: it now focuses its business on the strategic segments of adults (of course children can also go) and re-designs the "circus product". With the hybrid or dipole innovation method, it redefines the product where there is some attribute that disappears and some that is brought in from other industries. According to the strategic segments served, certain attributes disappear and appear in Cirque du Soleil: - They disappear: • Animals and tamers (with excellent effect on logistics and business costs). • There is no "common thread" in the show. • That artists are "prima donnas" who want to appropriate the value of the business • Low prices and strong sales promotion. . - They appear: • Extraordinary live music and staging where a story is told. This is brought from other performing arts such as opera, theatre and music hall. • The final product also attracts companies for their VIP clients, suppliers, etc. who come to sponsor the Cirque du Soleil tours and thus new sources of income for the company. • Prices are high and unpromoted, in line with those of the shows with which they now compete. • Strong internationalisation and innovation with the launch of new shows.

In the traditional circus, there were no competitive advantages, the only way to fight among them was by lowering the price, ultimately decreasing margins and entering "oceans of blood". The innovation proposed by Cirque du Soleil is the search for new "blue oceans" where competition is irrelevant. Cirque du Soleil no longer competes with traditional circuses, it has "changed oceans".

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European Open Business School