Sample Technology Paper on Adobe’s Workfront Acquisition


The use of acquisitions to restructure and redirect corporate strategies is on the rise today. Many managers regard the acquisition of a company for access to technology, markets, or products as quicker means of attaining its objectives rather than through internal efforts. Adobe has declared its definite agreement to acquire Workfront Company for $1.5 billion (Workfront, 2020). Workfront is a leading management Platform Company for marketers; the firm was founded in 2001. Will the acquisition of Workfront increase Adobe’s strategic competitiveness? The paper seeks to answer the question and find out other problems that affect the success of acquisitions.

Adobe Company

Adobe System Incorporation is the leading company in the world for the development of desktop publishing software. The organization offers customer experience management that is essential to marketers, operations managers, and analysts. Adobe Creative Cloud offers the best creative applications in the world (Adobe, 2020). In addition, it provides services to everyone, including filmmakers, students, designers, and professional photographers. Adobe Experience Cloud provides the most comprehensive solution for customer journey management, content and commerce, and customer insights and data (Workfront, 2020). Additionally, Adobe Cloud enables businesses of different sizes in every industry to deliver the best customer experience at a large scale.


Workfront is a Software Company based in Utah. It develops web-based work management that allows solution marketers to manage content professionally. More importantly, it enhances planning and tracking marketing campaigns. Workfront offers great experiences when it comes to coordinating marketing flows (Workfront, 2020). Basically, its platform has extensive integration capabilities, thus making it easy to configure various needs for different companies.

The Acquisition

Without doubt, Adobe is the world leader in content creation and a reliable partner to digital leaders. However, satisfying the ever-increasing Business-Two-Business (B2B) and Business-Two-Consumer (B2C) is a challenge for Adobe. The reason is that it requires a large volume of content and a personalized marketing campaign that must be delivered fast and in a timely manner. As a result, there is a need for Adobe to merge with the Workfront.

Strategic Competitiveness

Workfront is equipped with APIs that enhance the continuous connection to the Adobe Creative Cloud (Workfront, 2020). This is to say, APPIs provide Adobe with an additional online marketing tool that can be used to manage complex projects within its marketing department. With the merge with Workfront, Adobe will be able to help modern marketers to succeed in the ever-evolving setting. As a result, Adobe will remain the choice for many. Adobe and Workfront used to share some of their customers such as Armour, T-Mobile, Deloitte, and The Home Depot (Workfront, 2020). The acquisition will allow Adobe to venture into other new markets.

High Consumer Prices

When companies merge, they increase their market share, and this outcome can lead to monopolies. Whenever there is less competition for a certain product, the dominating companies increase prices. However, Adobe can stop hiking consumer prices by eliminating duplication of roles. For instance, before the merger, the two companies were sharing some customers, and once they merge, the sales department can be re-organized to become one. This move can be a cost-cutting strategy hence reducing costs passed to the clients.


Acquisitions have become a new order of the day for managers because it enables businesses to reach their objectives easily rather than building from internal efforts. Upon acquiring Workfront, Adobe has increased its global competitiveness because of enhanced handling capacity. The newly acquired online marketing tool allows Adobe to manage the ever-increasing demand hence attracting more customers and retaining the existing ones. However, the increased market share can lead to monopoly for Adobe.



Adobe. (2020, September 30). All Products. Retrieved from:

Workfront. (2020, November 9). News Releases.Retrieved from: