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The continuity strategy of business innovation to deal with the disruption condition, it is still many to be designed and explained. Referring to a sociotechnical systems (STSs) approach, this article conceptualizes and practically examines the business analytics, virtual business, and knowledge absorptive capacity that increase and produce the continuity capability of business innovation in uncertain business environment (e.g., COVID-19). We used SmartPLS to empirically evaluate the model based on 145 companies in a developing country of Indonesia that is currently under high disruption. Drawing a technical perspective, business analytics has successfully enhanced business continuity innovation and knowledge absorptive capacity. In a socio perspective, knowledge absorptive capacity significantly produces business continuity innovation. Business continuity innovation suffers if firms adopt virtual business …