An investigation into how coworking spaces can be developed to support end user buy-in

The global expansion of coworking spaces has attracted considerable attention from both the academic community and policymakers. However, challenges persist regarding low occupancy and long-term financial sustainability. Understanding the motivating factors that support end-user buy-in is therefore critical to the future success of these spaces. Using a grounded theory methodological approach, we collected empirical evidence from twenty-seven users, managers, and policymakers involved in coworking spaces to investigate how these environments can be developed to support end-user buy-in. Our findings revealed that coworking spaces in urban and rural areas differ in their significance to local communities and economies. Despite these differences, and regardless of geographical location, the results also show that simply providing a desk space is insufficient. Presented as the Coworking Space Value Stack, the framework illustrates that buy-in is shaped by a combination of interrelated characteristics that must come together to create a positive experience for end users.