FLUX – Indian Pharma in the Post VUCA World

Introduction

For decades, leaders and organizations have relied on the VUCA framework—Volatility, Uncertainty, Complexity, and Ambiguity—to understand and respond to a turbulent world. Originally developed by the U.S. Army after the Cold War (Bennett & Lemoine, 2014), VUCA provided a language for confronting rapidly shifting geopolitical, economic, and technological landscapes. However, with the accelerating pace of AI advancements, digital transformation, and interconnected global crises, VUCA is no longer sufficient. A new framework, FLUX, has emerged to help leaders and organizations build adaptive capabilities in an AI-driven world.