Phoenix rises from the ashes: creating and destructing value through reflection

This case study focuses on the creation and destruction of value from a reflexive perspective. More specifically, we examine how reflection reinterprets the meaning of the relationship between creation and destruction of value. The study's theoretical framework draws from discussions on the creation and destruction of value, while adding a new perspective based on retroactive sensemaking and purposeful reflection. The study data consist of personal interviews that were examined using qualitative content analysis. Our study shows how reflection can be a key dimension of value creation and destruction. In essence, it demonstrates how reflexive activity ‐ performed by both the producer and the customer after the interactive co‐creation and co‐destruction phase ‐ can reproduce a new understanding of their relationship.