Examining Creativity And Innovation In Atlassian Corp. Plc

Focus Statement for Atlassian Corp. Plc.

Over the last eight years, the CIIC (Creative Industries Innovation Centre) has been on the forefront to ensure that the 1,500 plus, creative organizations are treated equally and fairly within the Australian market. The situation has, therefore, given us a unique point of vantage and a privileged to examine the ways in which ATLASSIAN CORP. PLC as a creative company has been able to grow twice as first as ordinary organizations. The company came into the lime-light in 2002 when its founders, Mr. Farquhar and Mr. Cannon-Brookes launched software without a sales force. The first product ever produced, the JIRA that Atlassian Corp. Plc. was able to produce a great software, at a price that is affordable, and available to anyone who would wish to download it from the internet. A lot has however changed over the past few years since 2002. The company has over 1,700 workers in six different locations. The products that are produced are geared towards helping other companies achieve their objectives. However, the fundamentals of the company remain intact. Atlassian Corp. Plc also believes in team work. The reason behind the same is because several things have been developed from teamwork. However, according to Atlassian Corp. Plc, creativity is the aspect of doing things differently. The company is therefore driven by values which are inspiring and are proper in shaping the culture and products of the company for better.

The project is intended to use the information available in the Creative Industries Innovation Centre to solicit the aspects creativity and innovation in Atlassian Corp. Plc. The report will therefore observe and analyze various methods of creative thinking used by Atlassian Corp. Plc

From the insight gained to come up with this report, we have deduced that it is innovation and creativity that have provided valuable resources for several businesses in Australia, enabling them to benchmark against their mates. As we came up with sufficient pieces of information across several sectors of the Australian creative industry, we also relied on CIIC’s forensic reports to establish the claims and provide more analysis for further justification. CIIC has provided about nine forensic reports that we evaluated to have the potential of increasing with time. On the contrary, our research processes led us to the conclusion that individual business reports would not provide the bigger picture of what innovative and creative processes have occurred in the country and how businesses have benefited from the same. Therefore, we summed parts of several research activities to provide a more detailed analysis that indicates the creative economic landscape of Australia. This report essay is therefore proper enough to:

1. Bear the benefit of getting internationally compared
2. Clearly, indicate the rising demand for creative skills within the industrial sectors of the Australian economy

Purpose of Assignment

From the evaluations made, it will take approximately ten years to overhaul the workforce and the working environment into something better than it is today. However, the creative industries will have to experience such changes before any other sector of the economy. Through the comparison of sector-specific insights against big picture data, this report will be in a position of informing programs and policies within the government and related areas to increase the value added by creative industries within the Australian economy, and thus, accelerate growth.

A creative industry is different from other industries by the virtue that creativity forms the basis of value creation for its consumers. Even though most industries will have an element of creativity included in their operations, creative industries are far much better since they value creativity and thus manufacture products or provide services that are considered to be intellectual property (Cranfield, 2017). Due to such company’s dynamic nature, these innovative and creative industries are found in performing and visual arts, digital media, broadcasting, web design, computer animation, and music. They are also found in other sectors including:

1. Architecture
2. Urban design

• Industrial design

1. Designer fashion
2. Publishing and writing.

However, knowing the extent of the current creative economy happens to be difficult owing to the manner in which creative and non-creative businesses coordinate (Cranfield, 2017). Even though most of these creative industries are composed of micro businesses with their focus solely on the local markets, the industries are also able to grow into powerful clusters of the economy that are also able to encourage the growth of the economy (Cranfield, 2017). On the contrary, even though the creative and innovative businesses are widely acknowledged, the description of their boundary is still a matter of concern within policy-making and academic circles. 

Creativity, Innovation, and productivity are required in any group work to achieve success. The administration and trustees of the group are also aligned towards the success and achievement of the objectives and plans of the team (Cranfield, 2017). In cases where the concerned individuals have questions regarding the construction of a fiscal strategy, a well-structured program of the same will provide an anchor towards the response. However, it is quite evident that innovation is a significant resource and an important factor of production. Companies always integrate intellectual capital to the core of strategic efforts. There are lots of difficulties in managing intellectual assets particularly in enterprises because it does not only involve decision making processes from the managers but also the means of allocating resources just like with cases entailing other management issues (Cranfield, 2017).

Creativity and Innovation in the Australian Market

This report, using the current and most appropriate definitions of innovativeness and creativity in Atlassian Corp. Plc, will solicit the recent data with regards to the CIIC and provide details on:

• The position of innovativeness and creativity in Atlassian Corp. Plc with regards to their output, industry formation, employment, clustering, and specialization.
• The current growth forecasts and industrial trends of Atlassian Corp. Plc.
• Industrial influence and linkage provided by the creative industries in different sectors of the economy.

This study report will also measure and provide a profile of the creative and innovative industries in Australia in relation to Atlassia. The study material that will be used in this case is the best practice techniques of measurement plus the data current available. Also, the Nesta method application will reveal the extent of dominance of such creative industries in the Australian economy. By analyzing the both creative trident and creative intensity, the study will illustrate how pervasive the innovative and creative workforce can be. Also, the method can demonstrate the manner in which the creative workforce has been widespread and how embedded it can be though at first, it may appear to be non-creative industrial types. Ultimately, the innovative and creative industries of Australia have continued to be of great significance to the Australian economy, of which this report is subjected to approve. On the contrary, within such industries, particular segments have been associated with different fortunes. The requirements of the characters in the play within the industrial segments and the innovative and creative workforce will have the attention it requires to portray that actually, the Australian creative and innovative industries have the effects leading to economic achievement. 

Nesta Method of Definition and Measurement of a Creative Economy

Many models have been proposed to help in the understanding of what a creative economy is. However, the understanding of a creative economy begins with understanding what a creative workforce looks like (Mateos-Garcia & Bass, 2016). A creative workforce will, therefore, be made of employees who are creative and innovative in themselves and still, employed in the creative occupations and industries. As a result, the methodology that is applicable in the expression of metrics in such creative sectors and segments include:  

1. Specialist creatives: which include the individuals creatively involved in creative industries.
2. Support workers: individuals who are not creatively occupied yet work in the creative industries.
3. Embedded Creatives: Individuals that are creatively occupied yet they don’t work within the creative industries. 

Nesta (National Endowment for Science, Technology and the Arts) was therefore built to conduct provide a mapping of the existing creative industries. This method focuses on the aspects of creative intensity which is all about total employment proportions within the creative industry. The research activity that was conducted by this group deduced that Nesta method was endorsed as the best practice back in 2013 and in use to date because it uses a practical and applicable approach to providing accurate data (Mateos-Garcia & Bass, 2016).

Background Information

The Nesta method, once identified, was used to determine the creative occupations within the industry and then consequently, calculate the intensity of creativity within the industries. By definition, the creative intensity is the measurement of job proportions in an industry occupied by workers who are creative (Nesta, 2015). Within the Australian economic sector, the average value of creative industries is at 55% while the value of industries considered to be non-creative is at 7%. By calculation, the average of the two means is therefore 31%. The obtained value is, therefore, the benchmark value that shall be used in this report to give the definition of creative industries. The value also compares to the benchmark value of the report provided by Nesta, which is 30%.

The economy of Australia has largely been boosted by the Creative Industries. By the estimates provided by IBIS World, creative industries have resulted into the addition of approximated at USD $32,666 million. However, the IGP (Industry Gross Product) growth is lower for the creative industries as compared to the country’s growth rate in average. It is noticed that the advent of the creative industries has led to the decline of the IGP over within a time span of about seven years at -1% per year. The value compares to the broader economy’s 3% growth per annum. The reasons for such differences, however, vary within the segments of the creative industry. Take the example of marketing and advertising that are affected by the GFC and for years, felt the effects of such. Other segments including:

1. Writing
2. Print media and publishing

• Music and performing arts

1. Film, television, and radio

It can be argued that the effects resulting to economic slowdown tend to be compounded by the effects resulting from changing preferences of the consumer and technological changes that have led to profound movement from traditional media consumption. In the creative industries, performing arts and music, design and software development, and visual arts have the strongest performances with regards to actual annual output growth for the last five years. Others like television, film and radio were stable through time will other sectors of the industry declined. 

Regarding the 2011 report in Atlassian Corp. Ltd, approximately 347,744 individuals were employed in the industry since its inception. Within the industry, it was registered that the areas of interactive content and software development were the largest branches with over 142,377 employees having been registered through time. By percentage estimate, the value was calculated at forty-one percent of the total creative employees within the industry. Also, the study shows that the jobs within the categories of creativity happen to be maintaining a steady number totaling to about three point five percent. Also, a lot of movements have been realized within the departments. Growth in the number of the employee was recorded in the interactive media and software branch as a smaller portion was recognized in the design, visual arts, and music departments. The sector of writing, print media, and publishing, even if maintained its position as the second largest sector of employment, the number of jobs that fall within the five-year period together with a share of employment which is declining was registered. 

Objectives of Study

By 2011, over 123,000 business organizations had been created in the innovative and creative industries that offered competition to Atlassian Corp. Ltd. From the year 2008, a growth of about 2% per year was registered with regards to the number of businesses that operated within the creative industry. However, the estimates currently show that approximately seventy-five percent of the creative businesses, Atlassian Corp. Ltd. included, produced an annual turnover of around USD $200,000 as compared to the sixty-five percent for all the businesses within Australia. From 2008 to 2011, the entry and exit rates of businesses within the creative industrial sector followed the existing economical pattern, however, regarding business number change. Among those industries that left were those with less creativity and innovation. However, Atlassian Corp. Ltd. stayed put and strong. Currently, the growth rate in the creative industry is, therefore, a little higher than the economy at large. The creative industries within the economy are made up of micro-enterprises.  Approximately ninety-eight percent of such creative businesses, however, happen to be employing less than twenty employees, unlike Atlassian Corp. Ltd. 

The measurement of the contributions realized through the activities of the creative economy has been achieved through the use of ABS 2008-09-Australian National Input-Output information. The stimuli resulting from the creative sector of Atlassian Corp. Ltd. has led to increased suppliers-buyer transactions. The industry’s estimates productivity stands at USD $90.19 billion with regards to the annual turnover of the national economy. Atlassian Corp. Ltd. has also been able to pump in approximately USD $45.89 billion in GDP; for a five-year period. It has also helped in the generation of exports surmounting to USD $3.2 billion each year. Also, the creative industry; above such contributions, has led to the employment of many individuals. The input of such individuals is, however, not included in the provided estimates. Such is because the resulting figures about the employees against their working hours are unavailable. The amount of money with regards to the turnover produced by Atlassian Corp. Ltd. has led to a total amount of revenue that is 3.76 times the amount produced by other companies in the economy of Australia. Also, every dollar, regarding gross regional product, has led to an uplift of the value-added by all the Australian industries by a factor of three. Lastly, every job created on average, by Atlassian Corp. Ltd, has led to the realization of the country’s scheme of reduction of unemployment rates by about two percent. 

Market Analysis

Conclusion

This study report has measured and provided a profile of the creative and innovative industries in Australia with regards to Atlassian Corp. Ltd. The study material that was used in this case is the best practice techniques of measurement together with the data currently available and used. Also, the Nesta method application used has revealed the extent of dominance of the Atlassian Corp. Ltd in the Australian economy. By analyzing both creative trident and creative intensity, the study has illustrated how pervasive the innovative and creative workforce has been. Also, the method used has provided the capacity to demonstrate the manner in which the creative workforce has been widespread and how embedded it is; though at first sight, it appears to be non-creative industrial types. Ultimately, the innovative and creative industries of Australia have been proved to be to be of great significance to the Australian economy. On the contrary, within such industries, particular segments have been associated with different fortunes. The requirements of the characters in the play within the industrial segments and the innovative and creative workforce have been provided the attention it requires to portray that actually, the Australian creative and innovative industries have the effects leading to economic achievement.

From the insight gained to come up with this report, we have deduced that it is the Atlassian Corp. Ltd; as an innovative and creative industry that has provided value to the economy of Australia. As we came up with sufficient pieces of information across several sectors of the Australian Atlassian Corp. Ltd. industry, we also relied on CIIC’s forensic reports to establish the claims and provide more analysis for further justification. CIIC has provided about nine forensic reports that we evaluated to have the potential of increasing with time. On the contrary, our research processes led us to the conclusion that individual business reports would not provide the bigger picture of what innovative and creative processes have occurred in the country and how businesses have benefited from the same. Therefore, we summed parts of several research activities to provide a more detailed analysis that indicates Atlassian Corp. Ltd’s creative economic landscape. 

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