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From VUCA and BANI to a PUMO World: Why Agile Innovation Is Not Enough

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  • Ulrich Lichtenthaler

    (International School of Management (ISM), Im MediaPark 5c, 50670 Cologne, Germany)

Abstract

The popular VUCA and BANI frameworks continue to offer value, but their dimensions increasingly constitute routine business for many firms that navigate such environments based on agile innovation and resilience. Therefore, the PUMO concept has recently emerged, which describes the environment as polarized, unthinkable, metamorphic, and overheated. This conceptual paper draws on an innovation-based view to develop the new 7P Pyramid framework with an overview of success factors for a PUMO world. By identifying four key directions for strategically maneuvering in a PUMO world, i.e. being positive, proactive, progressive, and purposeful, the framework highlights potential limitations of agile innovation. Strategic flexibility and responsiveness to customers need to be balanced with proactive strategizing and second-order innovation. Thus, combining some classic strategy fundamentals with the people-related and performance-related aspects of the 7P Pyramid will help companies to peak in a PUMO world based on courage, purpose, positive leadership, and forward-looking innovation strategies.

Suggested Citation

  • Ulrich Lichtenthaler, 2025. "From VUCA and BANI to a PUMO World: Why Agile Innovation Is Not Enough," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 22(03n04), pages 1-14, June.
    • Handle: RePEc:wsi:ijitmx:v:22:y:2025:i:03n04:n:s0219877025500129
    DOI: 10.1142/S0219877025500129
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