Introduction
Apart from technology, efficiency, and knowledge transfer, the other factors that made Cirque du Soleil a leading player in the circus industry include creativity and effective leadership. As a matter of fact, creativity is one of the company’s driving forces. Cirque du Soleil’s creativity culture has helped them remain on the top of the competition in the circus industry. It is important to stress that creativity drives the performances by Cirque du Soleil's artists. According to Carone (2012), the Cirque’s brand of creativity is communicated at every touch point. Ideally, this explains why creativity is essentially ...
