Spazi di coworking e fattori abilitanti al marketing nelle PMI

Nowadays scholars tend to agree on the fact that marketing can strongly support the competitiveness of SMEs. Extant literature highlights the concept of “enabling factors”, which can help SMEs to act in a market-oriented fashion. This work aims to deepen the understanding of this field of study by taking into consideration the new and extremely interesting subject of coworking centers. In our view, the most interesting coworking centers are those which act as hubs built on relevant skills and strong relationships. We argue that this kind of organization can play a leading role for coworkers as well as for the companies connected to it. Our work aims to describe in what ways SMEs can benefit from interactions with such entities, within an overall relational approach to value creation.