The introspections of contemporary business research: a call for scientific creativity

Purpose - This study aims to squeeze some critical viewpoints from the shifting landscape of business research (she), that conceals her true personality. Today, she is relentlessly struggling to strike a good balance between science and creativity. Therefore, she resolves to pivot the scholarly attention towards "scientific creativity". Design/methodology/approach - Business research is personified in this viewpoint paper. By adopting the methodology of third-person omniscient, the author pens the introspections of contemporary business research, and how she would express herself in modern times if she were a living person. Findings - Business research introspects that she is suffering from the phenomena of "existential crisis" and "popularity fallacy" in contemporary times. Though she believes that the science of business research is evolving significantly, worries about becoming scientifically monotonous grip her in the dark of the nights. She laments the grim reality of today; studies of a similar nature dominate the research literature while the philosopher in her is fading gradually. Therefore, she calls for more "scientific creativity". She realises that solving societal problems must remain her foremost priority. However, she believes that her priorities towards society and world peace depend on whether she could revitalise the fading philosopher of personality. Originality/value - The current viewpoint paper is an attempt to shed some light on the landscape of contemporary business research, which is undergoing unremitting changes. It also highlights the desirable changes in the context of business research.