Magdalena MAJCHRZAK
University at Science and Technology in Bydgoszcz Faculty of Management, Poland
In the 21st century, many changes took place in Poland that had a positive impact on the ability to think about innovations. This did not fully translate into the innovativeness of the Polish economy. Therefore, research has been undertaken to present the possibility of adapting the VUCA concept to building innovation in enterprises in the business services subsector. The research hypothesis was formulated as follows: in uncertain times, maintaining the innovativeness of enterprises in the business services sub-sector may be supported by the use of recommendations resulting from the VUCA concept. The following research methods and techniques will be used to verify the hypothesis and implement the research goal: the method of induction and deduction, the critique of the research problem in terms of scientific achievements so far through the analysis of the literature on the subject, and the multiple case study method based on the in-depth interview technique (IDI). The result of the research is a contribution to the development of the VUCA theory and the creation of an original concept of innovation in enterprises in VUCA conditions. The proposed, as a result of the conducted qualitative research, the reference model of the enterprise is based on four areas of innovation: product innovation, process innovation, organizational innovation and marketing innovation, and four VUCA conditions: vision, understanding, clarity and agility. It makes it possible to apply it in economic practice in the conditions of an economic recession.