Atanassova, IvaBednar, PeterKhan, HudaKhan, Zaheer2024-12-182024-12-182025-02Atanassova, I, Bednar, P, Khan, H & Khan, Z 2025, 'Managing the VUCA Environment : The Dynamic Role of Organizational Learning and Strategic Agility in B2B versus B2C Firms ', Industrial Marketing Management, vol. 125, pp. 12-28. https://doi.org/10.1016/j.indmarman.2024.12.0080019-8501ORCID: /0000-0001-5538-3123/work/174357869ORCID: /0000-0002-4962-9526/work/174358130ORCID: /0000-0002-7910-187X/work/174358306https://hdl.handle.net/2164/24782Right retention statement: For the purpose of open access, the author has applied a Creative Commons Attribution (CC BY) [or other appropriate open licence] licence to any Author Accepted Manuscript version arising from this submission.171085565engSubstantive link via an eligible employment contractVUCALearningStrategic agilityStrategy-as-practiceDynamic capabilityMIATM modelHD28 Management. Industrial ManagementHD28Journal article10.1016/j.indmarman.2024.12.008