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Bouncken - Et Al - 2018 - Coopetition in Coworking-Spaces
Bouncken - Et Al - 2018 - Coopetition in Coworking-Spaces
https://doi.org/10.1007/s11846-017-0267-7
ORIGINAL PAPER
Received: 10 February 2017 / Accepted: 27 November 2017 / Published online: 19 December 2017
© Springer-Verlag GmbH Germany, part of Springer Nature 2017
* Ricarda B. Bouncken
bouncken@uni‑bayreuth.de
Sven M. Laudien
laudien@uni‑bayreuth.de
Viktor Fredrich
viktor.fredrich@uni‑bayreuth.de
Lars Görmar
lars.goermar@uni‑bayreuth.de
1
Chair of Strategic Management and Organization, University of Bayreuth, Prieserstr. 2,
95440 Bayreuth, Germany
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1 Introduction
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Coopetition in coworking‑spaces: value creation and… 387
This study aims at analyzing the coopetitive tensions in different types of cowork-
ing-spaces. We direct our attention to the value creation-appropriation tensions that
are core to coopetition (Ritala and Tidström 2014). To explore the value creation-
appropriation tensions among entrepreneurs in coworking-spaces, we apply a multi-
ple-case study approach. We develop a configuration approach of different cowork-
ing-spaces, understanding them as proto-institutions. For these proto-institutions we
identify and model value creation-appropriation tensions. Our results underline the
dissimilarities among forms of coworking-spaces. The still changing field supports
our understanding of coworking-spaces as prototype institutions. Findings of our
paper center on four types of coworking-spaces. Our multiple-case study extracts
typical tensions for value creation and value appropriation in these prototype insti-
tutions. Findings indicate that coopetitive tensions among coworking-users differ
related to value creation-appropriation tensions. We develop a conceptual model
from the empirical insights.
Our study contributes to the emergent literature stream on coopetition tensions in
entrepreneurship and innovation (Bouncken et al. 2015, 2017b; Bouncken and Kraus
2013; Kraus et al. 2017; Le Roy and Czakon 2015; Ritala and Tidström 2014). We
add to the research on coopetition among individuals and among emerging firms
(Devece et al. 2017; Le Roy and Czakon 2015). Our findings specifically advance
research on coopetition and entrepreneurship in entrepreneurial environment, spe-
cifically coworking-spaces. We add empirical findings to the research on coworking-
spaces which is still in an early and conceptual state (Bouncken 2017; Bouncken
and Reuschl 2016; Capdevila 2014; Garrett et al. 2017; Leclercq-Vandelannoitte and
Isaac 2016).
2 Theoretical background
2.1 Coworking‑spaces as institutions
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The ability to create and appropriate value is fundamental to the existence, success,
and survival of firms (Adner and Kapoor 2010). Value refers to customers’ will-
ingness to pay for products, goods, or services (Brandenburger and Stuart 1996).
Value creation comprises activities to create these products, goods, or services while
value appropriation refers to mechanisms allowing firms to capture or capitalize the
created value (Lavie 2007). Coworking-space users create and capture value them-
selves, in their teams, projects or organizations. Value creation and appropriation
activities build upon simultaneously balancing cooperative and competitive actions
at different levels of analysis (Lepak et al. 2007). In the 1960s, Sawyer described
value that individuals attribute towards the well-being of others in relation to their
own well-being within the concept of altruism. Cooperative, competitive or indi-
vidualistic behavior depends on how individuals categorize each other as friends or
antagonists (Sawyer 1966). On the more aggregated group-level, individuals dis-
tinguish between the in- and out-group and rely on universal emotional algorithms
that help them to resolve the fundamental dilemma of pursuing private versus com-
mon interests. Striving for resources and the need for reciprocation are two major
motives for competition and cooperation within groups (Loch et al. 2006). Raza-
Ullah et al. (2014) identify tensions in the simultaneous pursuit of cooperation and
competition—coopetition—at multiple levels and call for an integrative approach.
In order to fully grasp the underlying complexity and dynamic interdependencies
of coopetitive relationships, coopetition studies must increase between-level knowl-
edge and recognize coopetition as a multi-level phenomenon (Gnyawali and Park
2009). So far, research on coopetition mostly focuses on inter-organizational coope-
tition in alliances or networks and suffers from incompleteness in terms of a the-
ory to describe value creation and appropriation in coopetition at the micro- and
meso-levels (Bengtsson et al. 2016; Klein and Kozlowski 2000). Early game-theo-
retic attempts looked at the industry level of all market actors involved in the value
net. Value appropriation focuses on realizing a bigger piece of an existing pie at the
expense of other market actors in a zero-sum game. Market growth in terms of value
creation enables a positive-sum game with innovation rates, industry and product
life cycles dynamically affecting short- and long-term advantages of coopetitive
strategies (Brandenburger and Nalebuff 1996). While some research streams in the
field of coopetition are well analyzed, others are nearly unexplored (Bengtsson and
Raza-Ullah 2016; Bouncken et al. 2015). Collaboration among competitors is not
necessarily a new field in strategic management (Bengtsson and Kock 2014) with
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390 R. B. Bouncken et al.
the first studies published in the 1980s (von Hippel 1987). One of the basic agree-
ments is that coopetition is based on joint value creation and individual value appro-
priation. In pursuing these private and common benefits in dyadic alliances the rela-
tive scope is of great importance to avoid negative consequences such as learning
races and opportunistic behavior (Khanna et al. 1998).
One of the most commonly analyzed contexts of coopetition is innovation.
Researchers reach consensus of coopetition being highly relevant in innovation
studies (Ritala et al. 2016). Although recent studies present contradictory findings
(Nieto and Santamaría 2007; Ritala and Sainio 2014), coopetition has strong mer-
its depending on the different innovation types and innovation processes (Bouncken
and Fredrich 2012; Bouncken et al. 2017b). Consequently, coopetition is power-
ful for pursuing innovative activities. Although coworking-spaces intuitively must
include high levels of coopetition, there is no empirical study investigating coopeti-
tion of value creation and capture dynamics in coworking-spaces.
Coworking-spaces may be regarded as a breeding ground or incubator for
upstream idea generation processes necessary for new product development and
value creation activities in general. The tensions of creating and appropriating value
among individuals and teams in coopetition breeds innovation (Bouncken et al.
2017b; Le Roy and Czakon 2015). Coopetition fosters incremental innovation out-
comes along all stages of the innovation process whereas radical innovation out-
comes require later stages of the innovation process focusing on value appropria-
tion (Bouncken et al. 2017b). Empirical in-depth results on relative value creation
and capture dynamics are still missing. In coworking-spaces, social ties allowing
resource and knowledge exchanges combined with at least temporary cooperation
enable the creation of value. But, similar to coopetition, the value appropriation
can have competitive elements as different actors compete for their share of the cre-
ated value (Lavie 2007). Securing the share of value creation becomes especially
problematic because of the uncertainties in the innovation and knowledge transfer.
Specifically, the direct interaction allows implicit knowledge transfers and reciprocal
learning in coworking-spaces. Yet, the fear of rivalry and weakening the own value
by sharing knowledge and helping others is prevalent. In this specific context reci-
procity as signaling of future interactions may reduce information asymmetries from
bounded rationality, moral hazards, and uncertainty of future outcomes. However,
coworking occurs in different forms. The different forms of coworking-spaces might
differ in their practices for value creation and appropriation and in associated coope-
tition challenges. So far we lack understanding about it.
3 Methodology
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Coopetition in coworking‑spaces: value creation and… 391
4 Results
First, our analysis (see Table 2 for the coding results) points at four distinct arche-
types of coworking-spaces, the corporate, the open corporate, the consultancy, and
the independent coworking-spaces (see Table 3). In these coworking-spaces we
find different value creation and value appropriation tensions that inform about the
chances and challenges of coopetition in an environment for entrepreneurship and
innovation.
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Table 1 Characterization of the coworking spaces in the study
392
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1 60 users 1a: user; 1b: owner Coworking space with a specific focus on high- Independent coworking-space
tech. Social value is very important as the
coworking-space focuses on building bridges
between developers and users of innovative
technology. Competition between users is
common
2 80 users 2a: firm representative; 2b: user Coworking space with a clear focus on unfreez- Corporate coworking-space
ing firm routines. Users join the coworking
space only for a limited time; social value is
not of major importance
3 25 users User Coworking-space with a clear social focus. Aim Independent coworking-space
is to build contacts between users that have
literally never met before. Fostering creativity
and the development of new ides stands at the
forefront in this coworking-space. Coopera-
tion is a major issue, competition between
users seems to be a rare
4 40 users 4a: firm representative; 4b: user Coworking-space in an experimental state. Firm Corporate coworking-space
employees join the coworking-space on a
regular base (job rotation). Social value is of
importance; users emphasize open coopera-
tion as major benefit
5 75 users 5a: space manager; 5b: user Coworking-space with a focus on creative Independent coworking-space
industries. It builds a platform for creatives
that allows for sharing their ideas. High
degree of cooperation, but also competition
for customers among users. Social value, but
also monetary benefit (cost sharing) are of
special relevance related to this coworking-
space
R. B. Bouncken et al.
Table 1 (continued)
Number Average number of users Interviews Basic description Classification
6 Flexible based on the project Consulting firm employee Consultancy-owned coworking-space. Very Consultancy coworking-space
much alike to an outsourced project that is
determined by customer needs. High degree
of flexibility, the specific design is changed
in line with customer needs. Very few stable
elements.
7 Flexible but a maximum of 50 users Consulting firm employee Coworking-space that aims at bridging firm Consultancy coworking-space
boundaries. Designed by a consultancy to
allow for collaboration beyond firm bounda-
ries. High degree of flexibility. Competition
between the coworking-space and “regular”
firm units
8 25 users User Coworking-space established in order to follow Corporate coworking-space
a new trend. Lack of a clear concept. Harsh
Coopetition in coworking‑spaces: value creation and…
13
Table 1 (continued)
394
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10 30 users User (external) Coworking-space provided by a well- Open corporate coworking-space
established firm. Main task is to provide a
workplace for firm members that are normally
home office workers. Opening due to a lack
of usage by firm members. Social value is of
importance, no special cooperation fostered
by the firm. External knowledge transfer only
happens by chance
11 15 users User (internal) Small coworking-space installed by a firm to Open corporate coworking-space
experiment with this new form of organizing
work. Focus on openness and the creation of
social ties that reach beyond firm boundaries.
Competition especially between firm-internal
users, cooperation with external users
12 No information Consulting firm employee Coworking-space set up by a well-known Consultancy coworking-space
consultancy. Main aim is to provide a secure
platform for collaboration with external
partners in pre-determined projects. Social
value is of little importance, main focus on
new ideas for value creation and especially
improved value capture
R. B. Bouncken et al.
Coopetition in coworking‑spaces: value creation and… 395
4.1 Corporate coworking‑spaces
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396
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Coworking-space type Value creation logic Value appropriation logic
Name Description Value creation (basic) Value creation (extended) Value capture (basic) Value capture (extended)
Corporate coworking- Firms practices of open Following a firm’s tra- Exploration and exploita- Following a firm’s Capturing new values of
space and flexible work spaces ditional value creation tion of creativity, inno- traditional value capture projects processes, and
for novel avenues to logic, new organiza- vation, and employee logic of new business models
creativity, projects tional practices for empowerment by selling products and
processes, and internal reducing rigidities service offerings
entrepreneurship
Open corporate cowork- Firms create internal Extending traditional Exploration, exploita- Traditional value capture Selling products and
ing-space coworking-spaces value creation logics tion, and integration of logic and profit margin service offerings but need
(see above) and open through the integra- external potentials for of externals work, IP, for additional schemes
them for external users tion of externals, with new processes, products, and expertise for payment, participa-
integrating greater similarities to open and business models of tion and benefit of the
variety of expertise and innovation (projects) the firm externals
creativity
Consultancy coworking- Firms, e.g. consult- Novel value configura- Novel ways of market- Service charge or profit Capturing value through
spaces ing agencies create tion by using corporate ing, service provision, margin for initiating participation in and of
coworking-spaces to networks and the customer retention, and projects, expertise, organization networks and
organize and manage management of project lock-in effects, selling acquisition of new cus- coopetition
projects, relationships, networks with externals process and method- tomers, and provision of
and networks of firms, expertise, hub of and for further services
even competing ones new business models
Independent coworking- Provider establishes Provision of office and Provision of additional Membership fees, cater- Fees for services and coach-
spaces coworking-spaces and social space, with its services, e.g., venture ing, rents ing, provision and partici-
offer membership to the attractiveness of poten- capital, coaching, train- pation in new ventures
public tial ties and networks ing, linkages to firms
R. B. Bouncken et al.
Coopetition in coworking‑spaces: value creation and… 397
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4.3 Consultancy coworking‑spaces
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Clients appropriate value through improving their innovation process that leads to
new business models, product sales, licenses, and improved processes. Participation
schemes and contracts with internals and externals also secure their value appropria-
tion. The consultancy serves as reputation giver and focal contract-partner to control
legal aspects. The well-developed practices and contracting models of the consulting
firm reduce value creation-appropriation tensions.
4.4 Independent coworking‑spaces
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5 Discussion
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Creation Tensions:
- Inertia
- Antagonists
- Modularity (taking but not
giving)
- Hierarchy
Creation Tensions:
Tensions
- Openness
- Antagonists - Flexible workspaces
- Openness (beyond
Creation Tensions: participants)
- Antagonists Appropriation Tensions:
- Inertia - Knowledge sharing
Appropriation Tensions: - Openness
Creation Tensions: - Competition
- Old hierarchy Appropriation Tensions: - Flexibility
- Inertia
- Strict control mechanisms - Opportunistic behavior - Knowledge sharing Independent
- Design Architecture - Inertia
- Aggressive competition Consultancy Coworking-Spaces
Increase Appropriation Tensions:
- Not existent Open-Corporate
Coworking
Coworking
Corporate
Coworking
Creation Tensions:
- Friendship
Creation Tensions: - Community,
- Trust through trustee - Social interaction
Creation Tensions: - Openness (within - Identification with CWS
- Conflict resolution participants
Reduce Creation Tensions: manager (mediator)
- Trust
- Reduce hierarchy - Reward system for CWS-
- Friendship Appropriation Tensions:
- Increase autonomy improving behavior
- IP rights and regulations
- Design Architecture Appropriation Tensions: - Modularity
- Flexibility Appropriation Tensions:
- IP rights and regulations - Conflict resolution - Identification with CWS
- Boundaries manager (mediator)
Appropriation Tensions: - Friendship
- Not existent - Trust
Openess of CWS
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organizational routines and rules for the pursuit of returns that dominantly belong to
the corporate. The extension to externals in open corporate coworking-spaces has
stronger demands for the development, implementation, and management of new
institutions for value creation and appropriation that include externals and the uncer-
tainty of innovations.
Consultancy coworking-spaces are just about to emerge. Value creation and
appropriation emerge and are managed by institutions of project structures, bill-
ing rates, project budgets, intellectual property and safeguards. Consultancies have
institutionalized their experiences about matching customer requirements, their
consultant’s expertise and the capabilities of micro-firms in their coworking-spaces
that have purposeful socio-material structures. Predefined and standardized project
structures regulate the integration of consulting expertise, e.g. tools and professional
networks. This purposeful composition of expertise and creativity of customers with
consultants and digital experts drives the joint value creation and the predefined
fields for value appropriation. Value appropriation-tensions depends on accountabil-
ity, predictability and other relational aspects between the involved actors.
The many independent coworking-spaces around the world are driver of value
creation by affordability, autonomy, flexibility, social relationships, modernity as
well as technology and infrastructure (Butcher 2013; Fuzi 2015; Spinuzzi 2012).
The openness, sharing of resources, and creative atmosphere promote interaction,
collaboration and co-creation (Bilandzic et al. 2013). Institutionalizations of social
and professional offerings like events, workshops, or networking services drive
value creation (Bouncken and Reuschl 2016). Value appropriation faces several ten-
sions since actors in the coworking-spaces are independent and collaborate freely.
Only implicit rules for collaboration guide value appropriation and general behavior
in the community. Users of coworking-spaces users mostly are self-reliant to con-
tracting and agreements that safeguard their interests. Studying coworking-spaces
offers the unique chance to observe how the disruptive thrust of a technological and
social impetus creates novel institutions and induces isomorphic behavior in tradi-
tional organizational fields (Greenwood et al. 2002). Independent coworking-spaces
develop as open organizations that create value through enhancing innovation and
creativity related capabilities. With open spaces that provide social and professional
resources and without hierarchical boundaries, individuals in coworking-spaces are
free to unfold their full creative potentials.
As Fig. 1 indicates, openness is a key driver to the coopetition tensions. The
openness and the development of coworking-spaces as entrepreneurial spaces also
draws attention to the changes in todays’ world. Coopetition and openness in entre-
preneurial spaces demands and indicates change of institutions, highlighting the
dynamic perspective of institutionalization theory (Bruton et al. 2010; Dacin et al.
2002). Coworking-spaces support the view that institutions and organizational
fields are subject to change. Institutions adapt to social, technological, or regulatory
changes (disruptive thrusts). Novel institutions diffuse in the organizational field,
leading to an isomorphic equilibrium (Greenwood et al. 2002). DiMaggio and Pow-
ell (1983) argue that stability in an organizational field emerges through coercive
(adaption to enforced institutions), mimetic (adaption to successful institutions), or
normative pressure (adaption to professionalization). We relate the different forms
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Appendix
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