Emerging Vuca Challenges for Innovation and Creativity

<jats:p>The pandemic era has ruined business operations and exposed them to a VUCA environment. There is an urgent need to build business resilience by elevating creativity, enabling them to withstand the VUCA environment and ensure future growth (Burn et al., 2021). The present study examines how the VUCA environment creates barriers to entrepreneurial creativity/growth and suggests measures to mitigate its effects. The author conducted a review-based study to provide better insights into patterns of creativity and innovation in the presence of VUCA challenges. The study revealed that there is a strong need for business personnel to use divergent thinking when dealing with situations by implementing a holistic management system. Future researchers could work on developing such a strategy. The present study is beneficial for academicians, regulators, decision-makers, and policymakers in framing policies that will motivate personnel to develop creativity even in the presence of VUCA challenges. By highlighting the crucial role of creativity and innovation, the chapter contributes to combating the effects of turbulent environments in organizations.</jats:p>