Harvard Case - Circus Oz
"Circus Oz" Harvard business case study is written by James Phills, Hilary Stockton. It deals with the challenges in the field of Organizational Behavior. The case study is 20 page(s) long and it was first published on : Aug 20, 2006
At Fern Fort University, we recommend Circus Oz implement a strategic plan focused on revitalizing its core brand, enhancing its artistic vision, and expanding its reach through targeted market diversification and innovative digital strategies. This plan should prioritize fostering a collaborative and inclusive organizational culture, empowering employees, and leveraging technology to enhance performance and audience engagement.
2. Background
Circus Oz, a renowned Australian circus company, faces a challenging crossroads. Despite a rich history and loyal fanbase, the organization struggles with declining audience numbers, financial instability, and a perception of being outdated. The case study highlights internal tensions between artistic vision, financial constraints, and the desire for innovation. Key protagonists include:
- Cate: The Artistic Director, passionate about pushing artistic boundaries and maintaining Circus Oz's unique identity.
- Paul: The CEO, focused on financial stability and achieving profitability through audience growth and strategic partnerships.
- The Board: Seeking to ensure the long-term sustainability of the organization and balance artistic vision with financial realities.
3. Analysis of the Case Study
This case study can be analyzed through the lens of organizational behavior and change management.
- Organizational Culture: Circus Oz exhibits a strong, but potentially rigid, culture rooted in its artistic heritage. While this fosters a sense of identity, it can also stifle innovation and hinder adaptability to changing audience preferences.
- Leadership Styles: Cate and Paul represent contrasting leadership styles: Cate embodies transformational leadership, focusing on artistic vision and inspiring creativity, while Paul adopts a more transactional approach, prioritizing financial performance and efficiency. This clash of styles creates tension within the organization.
- Team Dynamics: The case highlights the importance of cross-functional management and teamwork. However, internal silos between artistic and administrative teams hinder collaboration and impede the implementation of strategic initiatives.
- Change Management: Circus Oz requires a comprehensive change management strategy to address its challenges. This should involve engaging all stakeholders, fostering open communication, and building consensus around a shared vision for the future.
4. Recommendations
- Revitalize the Core Brand: Conduct a thorough brand audit to identify core strengths and weaknesses. Develop a new marketing strategy that emphasizes Circus Oz's unique identity, artistic excellence, and its connection to Australian culture. This should involve a refresh of branding, marketing materials, and online presence.
- Enhance Artistic Vision: Establish a clear artistic vision for the future, incorporating audience feedback and industry trends. This should involve a collaborative process between artistic and administrative teams to ensure alignment between artistic direction and financial viability.
- Diversify Market Reach: Target new audience segments through innovative programming, outreach initiatives, and partnerships with community organizations. This could involve developing family-friendly shows, incorporating diverse artistic styles, and engaging with multicultural communities.
- Embrace Digital Strategies: Leverage technology to enhance audience engagement, promote shows, and expand reach. This could involve creating a robust online presence, developing interactive digital experiences, and exploring new platforms like streaming services.
- Foster a Collaborative Culture: Implement initiatives to break down silos between departments, promote open communication, and encourage cross-functional collaboration. This could involve team-building activities, cross-training programs, and a focus on shared goals.
- Empower Employees: Develop a talent management strategy that fosters employee engagement, recognizes individual contributions, and provides opportunities for professional development. This could involve implementing performance management systems, offering training programs, and creating a culture of feedback.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Mission: Circus Oz's core competency lies in its unique blend of artistry, acrobatics, and storytelling. The recommendations aim to leverage this strength while adapting to contemporary audience preferences.
- External Customers and Internal Clients: The recommendations prioritize audience needs and address the concerns of internal stakeholders, including artists, staff, and board members.
- Competitors: The recommendations consider the evolving landscape of the entertainment industry, including the rise of digital platforms and the need for innovative programming to stand out from competitors.
- Attractiveness: The recommendations are aimed at increasing audience engagement, generating revenue, and ensuring the long-term sustainability of the organization.
6. Conclusion
Circus Oz faces a critical juncture, but with a strategic plan that prioritizes artistic vision, market diversification, and a collaborative culture, the organization can overcome its challenges and achieve long-term success. By embracing innovation, engaging its stakeholders, and leveraging its unique brand identity, Circus Oz can re-establish itself as a vibrant and relevant force in the Australian cultural landscape.
7. Discussion
Alternative options include:
- Focusing solely on financial stability: This risks sacrificing artistic integrity and alienating the core fanbase.
- Adopting a purely artistic approach: This could lead to financial instability and hinder the organization's ability to reach a wider audience.
Key assumptions include:
- Audience willingness to embrace change: The success of the recommendations depends on the audience's receptiveness to new programming and digital initiatives.
- Financial resources: Implementing the recommendations requires sufficient financial resources for marketing, technology, and talent development.
8. Next Steps
- Develop a detailed strategic plan: This should outline specific goals, timelines, and resource allocation for each recommendation.
- Engage stakeholders: Conduct workshops and meetings to gather feedback and build consensus around the plan.
- Implement pilot programs: Test new programming, marketing initiatives, and digital strategies before full-scale implementation.
- Monitor progress and adjust: Regularly evaluate the effectiveness of the plan and make adjustments as needed.
By taking these steps, Circus Oz can embark on a journey of transformation, re-energizing its brand, engaging its audience, and securing its future.
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Case Description
Circus Oz was Australia's premier international circus, having performed in 26 countries on five continents. In early 2002, Circus Oz enjoyed its strongest financial position since its founding in 1977, making a profit and sitting on a surplus of AUD$1,169,313. Although in recent years the company had increased the percentage of revenue generated from the box office, more than 60% of its funding still came from the Australia Council, its largest government sponsor. Linda Mickleborough, general manager of Circus Oz, was pondering how to respond to a recent offer by the Australia Council to fund a new position, director of development, at Circus Oz. The Australia Council was strongly encouraging the circus to hire development professionals to expand its funding from corporate donors. As an enticement, the council offered to underwrite the cost of the position for two years. Mickleborough had found the ideal candidate. The decision, however, was still a difficult one. Circus Oz had relatively flat salaries, reflecting deeply held egalitarian and democratic values. These values were central to the company's creative process, culture, and aesthetic. The suggested salary of the development director position was more than two times the highest salary currently paid to any employee at Circus Oz. Such a large salary disparity might wreak havoc on the company's morale and culture.
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