...Mervi Luonila; Annukka Jyrämä Purpose The purpose of this conceptual paper is to deepen the theoretical understanding on value (co-)creation particularly in the context of arts. Design/methodology/approach Through critical readings of the current theories on co-creation and co-production, we...

... and their perceived value of behaviour change. Research limitations/implications – The use of a single example means that consideration of the success of this model is limited to one approach when others might offer other options. However, the phenomenological approach is sufficient to begin to understand...