potentials of ‘new work’ for corporates and commercial real estate · social aspects of a...

Adrian Toschka

Potentials of ‘New Work’ for Corporates and Commercial Real Estate

ERES Annual Conference, Cergy04/07/2019

© Adrian Toschka | ERES 04/07/2019 |1/25

Future Research6

Implications for Practice 5

Findings: Social Factors Matter4

Methodology: Qualitative-oriented Content Analysis3

Purpose of the Interdisciplinary Research2

Brief Historical Summary of 'New Work'1

Agenda


The first interpretation of ‚New Work‘ was the liberty to work-at-home

Work-at-Home and the promised outcomes


Gajendran, Ravi S.; Harrison, David A. (2007): The good, the bad, and the unknown about telecommuting: meta-analysis of psychological mediators and individual consequences. In The Journal of applied psychology 92 (6), pp. 1524–1541. DOI: 10.1037/0021-9010.92.6.1524.Bergmann, Frithjof (1979): On Being Free. Notre Dame IN: University of Notre Dame Press. Available online at https://ebookcentral.proquest.com/lib/gbv/detail.action?docID=4761218.

• Frithjof Bergmann developed theconcept of ‚New Work‘

• Starting point: analysis ofAmerican understanding ofliberty

The second interpretation of ‚New Work‘ was the liberty to use coworkingspaces for white-collar work

Start of Coworking movement is credited to Brad Neuberg with opening the Spiral Muse in San Francisco 2005

Promised benefits: − Interaction− Feedback− Trust− Learning− Partnerships

Spinuzzi, Clay (2012): Working Alone Together: Coworking as Emergent Collaborative Activity. In Journal of Business and Technical Communication 26 (4), pp. 399–441. DOI: 10.1177/1050651912444070.


Coworking has developed in the previous years from a fascinating concept into a rapidly growing economic factor.

Development of the Number of Coworking Spaces Worldwide


Bauer, Wilhelm (Ed.) (2017): Coworking - Innovationstreiber für Unternehmen. Coworking - driver of innovation for companies. Withassistance of Klaus-Peter Stiefel, Stefan Rief. Fraunhofer-Institut für Arbeitswirtschaft und Organisation. Stuttgart: Fraunhofer Verlag.

Number of coworkers has grown even faster in recent years than that of coworking spaces

Development of the number of Coworkers Worldwide


Bauer, Wilhelm (Ed.) (2017): Coworking - Innovationstreiber für Unternehmen. Coworking - driver of innovation for companies. Withassistance of Klaus-Peter Stiefel, Stefan Rief. Fraunhofer-Institut für Arbeitswirtschaft und Organisation. Stuttgart: Fraunhofer Verlag.

Future Research6






Agenda


Big companies calling their employees back into the office

Companies such as IBM, Yahoo and Bank of America bring remote workers back to the office The reasons for this step are multifaceted:

− Immaturity of certain staff members− Telecommuting policies were rolled out too quick − Lack of creativitity -> less competiveness

Remote workers are more productive—so why are they back at the office? Available online at https://www.nbcnews.com/business/business-news/why-are-big-companies-calling-their-remote-workers-back-office-n787101, checked on 7/3/2019.

Reasons for reducing the telecommuting programs, of companies


Exploring the concept of ‚New Work‘ becomes highly relevant –What will be the third wave?

• Flexibility and mobility reflect a changing work culture1

• Optimal organizational system becomes crucial in the War for Talents1

• Workplace technology can support concepts of unified, cognitive collaboration2

Foundation for dissertation: Empirical research reveals advantages and disadvantages of work-at-home and coworking Deployment of a scientific basis for sustainable decisions in terms of Flexible Office Spaces

1 Maitland, Alison; Thomson, Peter (2014): Future work. Changing organizational culture for the new world of work. 2. ed. Basingstoke: Palgrave Macmillan.2 Guszcza, James; Evans-Greenwood, Peter; Lewis, Harvey (2017): Cognitive collaboration: Why humans and computers think better together. In Deloitte Review.

Purpose of the research


Future Research6






Agenda


40 studies met all inclusion criteria and formed our final sample for the qualitative-oriented content analysis

Scholars across many disciplines are interested in ‘New Work’: Real Estate, Management, Psychology, Logistics, Engineering, Sociology, and Education.

Original studies were found in journal articles, dissertations, and book chapters.

Identification of approx. 90 studies that might contribute to our meta-analysis Most of those works lacked data or empirical research: often instructional rather than empirical Final sample: 40 empirical studies (18 Coworking, 22 Work-at-home/Telework)


Grounded Theory was used to inductively identify qualitative criteria of flexible white-collar work

1. Review of our final sample of studies.

2. Tag ideas with codes by using the in-vivo technique.

3. Group codes into concepts.

4. Concepts may become the basis for new theory.


Glaser, Barney G.; Strauss, Anselm L. (1977): The discovery of grounded theory. Strategies for qualitative research. [9. Druck]. New York: Aldine de Gruyter.Mayring, Philipp (2000): Qualitative Content Analysis. Forum Qualitative Sozialforschung / Forum: Qualitative Social Research, Vol 1, No 2 (2000): Qualitative Methods in Various Disciplines I: Psychology. DOI: 10.17169/FQS-1.2.1089.

Future Research6






Agenda


Coworking has the potential to address the advantages of work-at-home and moderate the disadvantages

Highest frequencies of codes from 22 studies about work-at-home/telework

Highest frequencies of codes from 18 studies about Coworking


Code Category Code FrequencyPositive influence on productivity Increased level of autonomy 6Positive influence on productivity Savings in commuting time/costs 6User categorization highly educated/more experienced 5Positive influence on productivity Fewer distractions/Interruptions 3Morale\Relationship Extent telecommuting + job satisfaction->U-shaped curve 3Teamwork Better employee-supervisor relationship 3Teamwork Reduced opportunities for informal communication 3Teamwork Social needs are unsatisfied 3

Code Category Code FrequencyCommunity Producing interactions and promote knowledge transmission 9Community Socio-relational aspects dependent on the interest of the host 5Community Professional relationships (collaboration/supplier-customer) 5Community Collective identity 4Reasons for select a coworking space Encouragement of creativity 4Reasons for select a coworking space Service (e.g. startup support) 3Community Filling a social void 3

Future Research6






Agenda


The Way We Work? – Example for a Flexible Office in Munich

Development of the number of coworkers worldwide


Wolfangel, Eva (2018): Coworking : Warum Menschen für WeWork so viel Geld bezahlen. Available online at https://www.berliner-zeitung.de/ratgeber/digital/coworking--warum-menschen-fuer-wework-so-viel-geld-bezahlen-31217804, checked on 7/1/2019.

What has to be done that the concept of Coworking doesn’t fail and thereby offers a sustainable solution for a flexible office

Social aspects of a coworking spaces are highly dependent of the space manager− Enrichment of events− Improvement of facilities

Internal Coworking space could be a solution (run by the company itself)1


1Leclercq-Vandelannoitte, Aurelie; Isaac, Henri (2016): The new office: how coworking changes the work concept. In Journal of Business Strategy 37 (6), pp. 3–9. DOI: 10.1108/JBS-10-2015-0105.

Future Research6






Agenda


Future Research possibilities for the third wave of ‘New Work’

Research ideas as part of own dissertation


What is a more sustainable solution for Flexible Offices than work-at-home or coworking spacesand how could this solution be developed by the real estate industry?

Subordinated questions with corresponding methodologies:1. Which socio-economic parameters have to be considered, when the location/usage of a flexible

offices is analyzed? Methodology: Regression analysis

2. Is it – from an economic perspective – sensible to offer flexible office spaces outside the Central Business District (CBD)? Is there supply/demand?Methodology: Simulation modeling of an equation system

3. Which ecological potential have flexible offices outside CBDs – and where should they be located – in order to reduce GHG and (external) commuting costs?Methodology: Cluster analysis

Thank you for your attention!


Contact

Bauhaus-Universität Weimar Chair of Management in the Built Environment Marienstraße 7aD-99423 Weimar

PhD-Student:Adrian Toschka M.Sc. Telefon: +49 (0)3643 584381Email: [email protected]

Supervisor:Prof. Dr. Annette Kämpf-DernTelefon: +49 (0)3643 584570Email: [email protected]


After two waves in the development of office work, three different locations foroffice work emerged

Status quo of ‚New Work‘


Ross, Peter; Ressia, Susan (2015): Neither office nor home: Coworking as an emerging workplace choice. In Employment Relations Record 15 (1), pp. 42–57. Available online at https://core.ac.uk/download/pdf/143905270.pdf, checked on 6/5/2019.

Google Trends supports the impression, that the first wave of ‚New Work‘ endsand coworking is a new trend

Google Trends. Available online at https://trends.google.com/trends/explore?date=all&q=telecommuting,coworking, checked on 7/3/2019.


Coworking

Telecommuting

‘Knowledge’, ‘support’ and ‘social’ are the most frequent topics in the sample


Berlin as an Example for Centralized Coworking Spaces – and Centralized Corporate Offices


Coworking Spaces Juni 2019 – Google My Maps. Available online at https://www.google.com/maps/d/u/0/viewer?mid=1YRCZrtRLj8XDS4I9cAB08hA8I0rxRM89&ll=52.50639223488816%2C13.393939244921853&z=12, checked on 7/3/2019.

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