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Companies that foster creativity achieve exceptional revenue growth than peers, finds a new research by Forrester Consulting on behalf of Adobe. Fifty-eight per cent 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. Also, creative companies are more likely to report a commanding market leadership position with a higher market share than competitors. Of those reporting market share leadership, creative companies outnumber their less creative counterparts by a factor of 1.5 per cent.
The study says, despite the perceived benefits of creativity, 61 per cent of companies do not see their companies as creative. The majority said they were neutral or not aligned with creative firms, and 10 per cent felt their practices were, in fact, the opposite of what creative companies do.
