Title: From co-creation to collective sensemaking: how Promodis succeeds in co-creating, making and giving sense within the agricultural sector

Authors: Carole Bataillard

Addresses: ISC Paris, Campus d'Orléans, 24, rue Jeanne d'Arc, 45000 Orléans, France

Abstract: As service-oriented activities increasingly dominate contemporary economies, organisations are urged to reconsider how services are designed and delivered. Co-creation has gained prominence as an approach that actively involves customers and stakeholders in shaping service offerings. Building on these established insights, this case study highlights an additional contribution of co-creation: its capacity to foster collective sensemaking among participants. By convening actors with diverse backgrounds and expectations, co-creation processes create conditions in which interpretations are negotiated, perspectives aligned, and shared understandings developed. The case of Promodis - a European agricultural cooperative - illustrates how co-creation, despite its inherent complexities, can yield not only more innovative service solutions but also more robust processes of shared meaning-making that enhance the overall quality of collaboration.

Keywords: co-creation; collective sensemaking; agriculture; cooperatives.

DOI: 10.1504/IJTCS.2026.155432

International Journal of Teaching and Case Studies, 2026 Vol.16 No.3, pp.268 - 276

Received: 09 Mar 2026
Accepted: 14 Apr 2026
Published online: 31 Jul 2026 *

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