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A business case study on the Cirque du Soleil, ZAIA in Macau : standardization approach or not?

English Abstract

Since Macau opened the gaming industry back in 2000, several new large casino operators have established themselves in the city. In addition, Macau was appointed one of the World’s Heritage Sites a few years ago. Both these factors played a very important part on the tremendous increase of the city’s tourism industry. This increase led to the Macau’s entertainment industry to try releasing more products, other than gaming activities, into this market. The research subject of this thesis, the Cirque du Soleil’s permanent show in Macau named ZAIA, is a good example. When releasing an existing product to a new market, one of the most important marketing decisions faced by businessmen is whether to standardize or adapt their products to the target customers belonging to the new market. This paper attempts to contribute to the growing literature that states that standardization and adaptation of a product can co-exist, by analyzing the performance and the marketing strategy of Cirque du Soleil’s show in Macau within the context of Chinese consumers and culture. With the framework introduced by Jain (1989), and by scrutinizing 4Ps and the experience of Cirque du Soleil in Macau, the author attempts to evaluate the degree of standardization and adaptation needed to implement in a product for it to be successful in the international market.

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Lai, Kin Peng


Faculty of Business Administration


Department of Management and Marketing




Cirque du Soleil


Tourism -- China


Sy-Changco, Joseph Adea

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