Adobe Creative Dividend survey has found that companies that embrace creativity surpass their competition in revenue, market share and leadership.
The factors that make the company succeed — ability to foster innovation, develop exceptional talent and leadership and a high degree of brand recognition – are influenced by its creative perspective, practices and culture.
Adobe also said creativity also impacts the bottom line of businesses.
In fact 58 percent of survey respondents said firms that foster creativity had 2013 revenues exceeding their 2012 revenues by 10 percent or more. In contrast, only 20 percent of less creative companies performed similarly.
Confirming the fact that creative companies are more likely to report a commanding market leadership position with a higher market share than competitors, the survey said creative companies outnumber their less creative counterparts by a factor of 1.5 percent.
While the benefits of being creative are clear, majority of the businesses (61 percent) do not see their companies as creative. Only 11 percent of the surveyed said their practices were perfectly aligned with firms readily recognized as creative.
More than half (51 percent) said they were neutral or not aligned with creative firms, and 10 percent felt their practices were, in fact, the opposite of what creative companies do.
According to Adobe, creativity also plays a role in making organization an ideal place to work. Sixty-nine percent of creative firms also reported winning awards and national recognition for being a “best place to work.” Just 27 percent of less creative companies achieved similar accolades.
Of late, Adobe has been active in enhancing its Creative Cloud suite with new capabilities and acquisitions.
Adobe recently acquired Aviary, a developer of mobile software development kits (SDKs), to fast-track creative cloud app development.
Adobe also said it will add new capabilities to Adobe Creative Cloud video desktop apps and Adobe Anywhere for video.
