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“The Circus of Innovation”: Scripting the Extraordinary, Capitalizing on Creativity in the Experience Industry — A study of Cirque du Soleil
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics. (Florence Montmare)
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: This paper seeks to understand how companies in the experience sector innovate. It is an investigation of innovation processes generally, and specifically within Cirque du Soleil, the worldwide leader of the new circus movement. The theory of Scripting is tested along with the consumer journey perspective.

Design/methodology/approach: In-depth interviews with innovation professionals, prominent artists, and creative executives illuminate the processes, tools and perspectives used to innovate in the experience industry.

Findings: Experience innovation is similar to service innovation, confirming previous studies. All the companies studied have a centralized management which dictates innovation; in fact, much more than assumed according to previous theory. Scripting theory can be a significant approach for increasing innovation for companies. Cirque du Soleil’s challenge is to stay innovative — industrializing without becoming predictable. New creative endeavors must express the essence of the brand, include the meta-level of the Scripting and be in conjunction with the target audience identity. Through Scripting, Cirque du Soleil can potentially find a way to industrialize, streamline the innovation process and capitalize on its creativity. Currently, the innovation process of Cirque du Soleil can be described as unstructured and not consciously scripted. In contrast, innovation consultancy Fahrenheit 212 has a much more conscious, structured, and thus scripted, innovation process. More studies should be conducted within this area, perhaps testing the Scripting theory on other cases and studying the Stage-Gate process parallel to the consumer journey perspective and Scripting.

Place, publisher, year, edition, pages
2011. , p. 155
Keywords [en]
Experience industry, Innovation, Marketing strategy, Cirque du Soleil
National Category
Social Sciences Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-14355OAI: oai:DiVA.org:lnu-14355DiVA, id: diva2:442937
Subject / course
Business Administration - Other
Educational program
Marketing Programme, 180 credits
Presentation
2011-09-07, Linnéuniversitetet, 351 95 Växjö, 15:00 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-09-29 Created: 2011-09-22 Last updated: 2011-09-29Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
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  • en-US
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  • nn-NO
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More languages
Output format
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  • asciidoc
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