Journal of Innovations

Vol. 4, Issue 4

Coworking Strategy in Emerging Markets: A Case Study of Space101 in Lahore

AUTHOR(S)

Muhammad Abdussalam and Fan Liu 

ABSTRACT

Despite the rapid global expansion of coworking spaces, existing research has paid limited attention to how these models are positioned and scaled in emerging markets. This study addresses this gap by examining Space101, a coworking venture in Lahore, Pakistan, through a qualitative single-case study drawing on industry reports, competitor benchmarking, internal documents, and customer insights. The findings indicate that Space101 adopts a hybrid positioning strategy that combines corporate-grade infrastructure with community-driven experiences, enabling differentiation in a fragmented market. Drawing on strategic positioning theory, the experience economy, and service-dominant logic, the analysis highlights community as a central mechanism of value co-creation that strengthens both differentiation and user retention. The study contributes by extending positioning theory to emerging-market contexts, deepening understanding of experiential and relational value in coworking, and proposing a phased growth framework for scalable, community-oriented workspace models. 

DOI

https://doi.org/10.62470/5d269865

CITE THIS ARTICLE 

Abdussalam, M. and Liu, F. (2026). Coworking Strategy in Emerging Markets: A Case Study of Space101 in Lahore. Journal of Innovations, 4(4), 78-90. https://doi.org/10.62470/5d269865