On marketing planning: How VUCA has faded into oblivion to re-emerged as a new normal
The acronym of VUCA stands for Volatility, Uncertainty, Complexity and Ambiguity. It has been proposed as early as 1987 by Warren Bennis and Burt Nanus alerting leaders to the need for highly flexible, vibrant, agile and adaptive style of acting and thinking. Such a notion was a little premature at that time, where the only disappearing anchor of the world order was the dissipating bipolar world divided between two world superpowers …