%0 Journal Article
%T WALKING ON A TIGHTROPE? ANALYSING EMOTIONAL FRAGILITIES AS A COMPETITIVE ADVANTAGE IN CIRQUE DU SOLEIL＊S CREATION OF VALUE<br>http://dx.doi.org/10.5585/riae.v9i3.1696 CAMINAR POR LA CUERDA FLOJA? AN芍LISIS DE DEBILITAMIENTO DE LA EMOCI車N COMO VENTAJA COMPETITIVA EN LA CREACI車N DE VALOR DE CIRQUE DU SOLEIL ANDANDO NA CORDA BAMBA? AN芍LISE DA FRAGILIDADE DA EMO  O COMO VANTAGEM COMPETITIVA NA CRIA  O DE VALOR DO CIRQUE DU SOLEIL<br>http://dx.doi.org/10.5585/riae.v9i3.1696
%A Felipe Cavalcante de Almeida
%A Alyne Oliveira Vale
%A S谷rgio H. A. Cavalcante Forte
%J Revista Ibero-Americana de Estrat谷gia
%D 2011
%I 
%R 10.5585/riae.v9i3.1696
%X An emotional relationship between business and consumers can create positive aspects. However, complexity of emotional processes can become a challenge concerning the long-term growth of companies pursuing to implement such a strategy. Therefore, this study aspires to evidence possible fragilities of organizational strategies, which create value through emotional aspects. Consequently, we conducted a case study of the Canadian company Cirque du Soleil, with data collection consisting of: an interview with the firm＊s head publicist; in addition to interviews undertaken by secondary data; three months spent amongst one of the company＊s shows; and by secondary data from both the electronic and press media. Data analysis and interpretation were established by using the content analysis technique. It was acknowledged that despite the rapid growth and success of the company, there are still certain challenges relating to the continued growth associated with the consolidation of emotional relationships. Varios aspectos positivos se pueden crear a trav谷s de una relaci車n emocional entre las empresas y los consumidores, sin embargo, la complejidad de los procesos emocionales puede convertirse en un desaf赤o para el crecimiento a largo plazo de las empresas que tratan de utilizar esta estrategia. Se defini車 por tanto, como objetivo, evidenciar las posibles deficiencias de las estrategias organizacionales que buscan crear valor a trav谷s de los aspectos emocionales. Para ello se realiz車 un estudio de caso en la compa 赤a canadiense Cirque du Soleil, donde la recolecci車n de datos consisti車 en una entrevista con el jefe de relaciones p迆blicas de la firma y otras entrevistas realizadas
%K Estrat谷gia
%K Vantagem competitiva
%K Emo  o
%K Cirque du Soleil.
%U http://www.revistaiberoamericana.org/index.php/ibero/article/view/1696