In 2023, Cirque du Soleil, the Canadian circus and entertainment company, introduced a new range of products to diversify its business. The company's original business model-that is, circus and other entertainment shows-have not been appealing to audiences. The business environment has also changed after the coronavirus pandemic. This case discusses the need for Cirque du Soleil to rethink its business strategy in response to the changing business environment and make necessary changes to remain competitive
