Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference

EMAC 2021 Annual Conference

Value co-destruction, when service collaboration goes wrong

Published: May 25, 2021


Moreno Frau, Corvinus University of Budapest, Corvinus Institute for Advanced Studies; Francesca Cabiddu, UniversitĂ  degli studi di Cagliari; Sebastiano Lombardo, BI Norwegian Business School


This study, using an exploratory multiple case study design, focuses on the relationship between service provider-customers’ social interaction, resource integration, and value. Our research highlights the need for a value definition that is inclusive of practices that contribute to creating or destroying value. We adopted a definition of value that encompasses variation in four forms of capital (economic, cultural, social, and symbolic). The present findings yield a set of categories of value co-destruction practices related to each form of capital. This research shows how the study of service provider-customers’ social interaction and resource integration practices can be used to understand the subtle connection between value co-creation and value co-destruction. Our research allows practitioners to recognize and contrast VCD, as it emerges and impacts their service relations.