The more, the merrier: co-working as practical expression of value co-creation in sharing economy

The paper aims to facilitate the acquisition of a full awareness about the benefits of Co-Working, allowing the understanding of whether and how, in sharing economy context, it can be re-read in the light of the dynamics placed at the basis of Value Co-Creation. The paper, starting from a literature review on Value Co-Creation and Co-Working, follows a qualitative approach, by using, in particular, the case study methodology for a better understanding of the real impact produced by emergent cooperative logics on entrepreneurial and professional dynamics. In the light of what emerges from the interviews, Co-Working can be seen as practical expression of Value Co-Creation. In fact, in a holistic perspective, the analysis shows that, despite the high heterogeneity of the sample (due to the presence of people with different features, such as age, cultural background, socio-economic position, goals, etc.), the Co-Workers’ vision about the opportunities of co-creating value is quite common and widely shared. The paper could be understood as a useful tool for both practitioners and scholars (researchers, students, etc.), aimed at helping to become aware about the opportunity of co-creating value in working context to efficacy and timely respond to changing market needs. The work presents a strong connotation of innovation as it finds the empirical evidence of a theoretical approach, known as Value Co-Creation, in a new but relevant phenomenon, called Co-Working.