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Segmentering av kontorshotell i Stockholm
KTH, School of Architecture and the Built Environment (ABE), Real Estate and Construction Management.
KTH, School of Architecture and the Built Environment (ABE), Real Estate and Construction Management.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Segmentation of oÿce hotels in Stockholm (English)
Abstract [sv]

Marknaden för delade arbetsplatser har fått se en snabb tillväxt under senare år. Delvis kan detta förklaras med den ansenliga tillväxten av informationsteknologier. Dessa har till viss del förändrat hur vi lever, men fundamentalt förändrat hur och var vi önskar arbeta. För kontorsmarknaden har detta kommit att ge upphov till en efterfrågan på ökad flexibilitet.Syftet var att undersöka vilka aktörer som erbjuder delade arbetsytor inom kontors-hotell, var de valt att lokalisera sina kontorshotell och vilka kunder de har. Sekundärt har arbetet undersökt marknadssegmenteringen av verksamheter på olika kontorshotell, samt korrelationen mellan verksamhetsområde och digital representation. Dessutom har diskussion förts kring vilka typer av företag som skulle gynnas av lokalisering i kontorsho-tell framför traditionellt kontor. Eftersökning visade att det finns flertalet aktörer inom kontorshotell i Stockholm. Bland annat är dessa aktörerna A-E som studerades närma-re. Dessa har lokaliserat majoriteten av sina kontorshotell centralt och har en mängd olika hyresgäster. Undersökningen av marknadssegmentering och digital representation gjordes genom analys av dataset med information kring 500 av dessa hyresgäster.Resultatet visade på en marknadssegmentering där liknande verksamheter bildat kluster inom vissa kontorshotell e.g. inom finans, kommunikation media, etc. Detta kan förklaras av att respektive kontorshotell tilltalar olika kundsegment, men också av att liknande verksamheter bildar kluster genom agglomerationsfördelar. Den digital representationen visar tydligt på att vissa verksamheter är överrepresenterade. Främst gäller detta ak-törer som framhåller en tydlig profil, exempelvis inom digital innovation eller kreativt skapande. Digital representation tenderar också att vara viktigare för verksamheter med en större kundkrets. Mindre verksamheter som arbetar i enskilda kunders intresse har en lägre representation, vilket kan förklaras med att dessa drar nytta av social infrastruktur och agglomerationsfördelar som uppkommer i och med klusterbildning. Av dessa resultat framgår det att företag som är i behov av att nätverka med andra företag inom samma verksamhetsområde kan gynnas av lokalisering i kontorshotell.

Abstract [en]

The market for shared workplaces has seen a rapid growth in recent years. This can partly be explained due to the considerable growth of information technologies. These have in some ways changed how we live, but fundamentally changed how and where we wish to work. For the oÿce market this has resulted in a demand for increased flexibility.The purpose was to investigate which operators o˙er shared oÿce spaces through oÿce hotels, where they have chosen to locate their oÿce hotels and what tenants they have. Secondly, this project has investigated the market segmentation at various oÿce hotels, as well as the correlation between business area and digital representation. In addition, discussions have been held around what types of companies that would benefit from localization in oÿce hotels in favor of traditional oÿces. Research has shown that there are many operators within the market for oÿce hotels in Stockholm. Five of which were chosen to be studied in more detail. These operators have located the vast majority of their oÿce hotels within Stockholm CBD and have a great variety of tenants. The research of market segmentation and digital representation was done by analyzing a dataset with information from about 500 of these tenants.Results showed a market segmentation in which similar businesses formed clusters in some of the oÿce hotels e.g clusters in finance, public relations, media, etc. This can be explained by the fact that each oÿce hotel addresses di˙erent market segments, but also because similar businesses form clusters thru agglomerative benefits. In the case of digital representation, the result clearly shows that certain businesses are overrepresented. This is primarily the case with those who emphasize a clear profile, such as companies in digital innovation, media or communication. Digital representation also tends to be more important for activities with a larger clientele and thus take a more prominent role in clusters. Smaller activities that work in the interests of individual clients have a lower representation, which can be explained by the benefits of social infrastructure and agglomeration. These results show that companies in need of networking with other companies in the same area of business can benefit from localization in oÿce hotels.

Place, publisher, year, edition, pages
2018. , p. 18146
Series
TRITA-ABE-MBT ; 18146
Keywords [en]
Workspaces, Coworking, Market segmentation, Digital representation
Keywords [sv]
Arbetsplatser, Coworking, Marknadssegmentering, Digital representation
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:kth:diva-231773OAI: oai:DiVA.org:kth-231773DiVA, id: diva2:1229967
Supervisors
Examiners
Available from: 2018-07-02 Created: 2018-07-02 Last updated: 2018-07-02Bibliographically approved

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