Toward an understanding of meaning creation via the collective co-production process

Co-production has been traditionally studied in the context of industrial and service markets. This study investigates the consumer's search for meaning and fulfillment via one type of co-production, collective co-production. The case study method was utilized to examine knife making from kits. The findings unpack a three-part co-production process (design, production, and consumption) that results in significant identity ramifications for consumers. During the design stage of knife making, the informants shaped their self-concept through social inspiration, creative self-expression, and identification with the primal sense of self. The production stage provided internal validation of the self-concept through a pseudochallenge that was achieved through learning activities. The consumption stage provided external validation of the self-concept as the informants shared their co-production experience with others. Theoretical implications are discussed. Copyright (C) 2012 John Wiley & Sons, Ltd.