VUCA in Start-Ups

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What motivates a start-up in its journey? Wealth and fame? Or is it hunger for innovation?

VUCA in Start-Ups attempts to capture a start-up’s entrepreneurial journey and find out why some do well when others don’t.

It’s a highly volatile environment out there for entrepreneurs and start-ups, thanks to the unprecedented Covid-19 crisis filled with volatility, uncertainty, complexity and ambiguity (VUCA). Many businesses that did well in the past had to shut shop as a result. So what went wrong?

To find the answer, it’s important to understand what worked in the past and why a new venture must discover fresh and innovative opportunities to survive.

Learn from those who chose the road less travelled, including Zomato, Paytm, Flipkart, Ola Cabs and Quikr, and discover the underlying causes for start-up successes and failures.

These well-researched case studies aim to inspire those who wish to embark on an entrepreneurial journey.


  • Genre Business
  • Language English
  • Format Paperback
  • Page Count 300 pages
  • Release Date 25-Dec-2021
  • ISBN 13 978-93-91019-43-3

…Takes us behind the scenes in the fascinating search for positive vuca.

Bob JohansenInstitute for the Future Distinguished Fellow

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About the Authors

Aseem Chauhan

Dr. Aseem Chauhan is the chancellor of Amity University, trustee of the not-for-profit Amity Education Group and The Economic Times Asia’s Most Promising Business Leader 2019 awardee.

Suhayl Abidi

Suhayl Abidi is the co-author of several publications, including The VUCA Company, and a consultant with the Centre for VUCA studies at Amity University.

Manoj Joshi

DR MANOJ JOSHI, PhD (Strategy), Fellow Institution of Engineers India, is a Professor – Strategy, Entrepreneurship and Innovation, Amity Business School. He is the Asia Editor for the International Journal of Entrepreneurship and Innovation and Regional Editor, India for the Journal of Family Business Management.

Ashok Kumar

Dr. Ashok Kumar is the author of several books and scholarly articles and a consultant with the Centre for VUCA Studies at Amity University.