1 "It's Mine!" -Participation and Ownership within Virtual Co-creation Environments Tracy Harwood*¹ and Tony Garry² ¹De Montfort University, United Kingdom ²University of Canterbury, New Zealand *Contact Address De Montfort University The Gateway Leicester LE1 9BH United Kingdom Tel: 0116 257 7226 Email: tharwood@dmu.ac.uk ²Department of Management College of Business and Economics University of Canterbury Private Bag 4800 Christchurch 8140 New Zealand Tel: +64 3 364 2987 Email: tony.garry@canterbury.ac.nz Key Words: Value Co-creation, Participation Marketing, Consumption Community