At #hsse2012 @LysanneLessard case study of Virtual City by university and municipality in Second Life. Inductive study, since definitions of value cocreation are weak. Six direct generative mechanisms, four indirect. 1 high level interest; 2 value propositions: 3 perceived benefits: 4 organizing resources; 5 articulating deliverables; 6 evaluation of value. Designing service activities not sufficient, also design service relationships. http://lysanne.net/