Predictive Variables of Organisational Performance in Creative Industry Companies from the Perspective of Managers: Experiences in SMEs

The creative industry has emerged as a crucial global development and economic growth driver. This study aims to identify and analyse predictive variables that influence the organisational performance of creative industry SMEs from the entrepreneurs’ perspective, providing a deeper understanding of the sector’s dynamics and guiding businesses and decision-makers towards effective strategies. A quantitative methodology was used to survey 500 managers of creative SMEs in Colombia. The results indicate that reputation, based on client recommendations, and the capacity for innovation significantly impact performance. Notably, concern for technology showed a negative effect, suggesting the need for more strategic technological adoption. These findings highlight the importance of effective reputation management and the promotion of innovation, offering valuable insights for policy and strategy formulation in the creative economy.