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EMAC 2020 Annual Conference

The Antecedents of the Value Co-Destruction – A Holistic Perspective

Published: May 27, 2020


Hao Zheng, University of Nottingham Ningbo China; Chenchen Weng, Nottingham University Business School China; Jun Luo, University of Nottingham Ningbo China; Martin Liu, University of Nottingham Ningbo China


Value co-destruction; Holistic View; B2C Context


There is a burgeoning field of value co-creation (VCC) research in the past decades. However, the complexity and heterogeneity of multi-actors tear the harmoniousness of VCC apart. Hence, value can be co-destroyed in a multi-actor involvement setting. Prior research on value co-destruction (VCD) focuses on the process and outcomes, with limited attention on the VCD antecedents. Our study sheds the lights on exploring the VCD antecedents in the B2C context. Further, instead of examining the VCD antecedents from blunt and simplistic view, We adopt a holistic view. It incorporates the lens of employee, company and customer to explore the antecedents. We used semi-structured interview to obtain VCD incident data. We propose a model of two constructs that are less participation and low engagement as antecedents and these constructs are formulated from the holistic – both dyadic and triadic perspective. Finally, this study contributes to the deeper understanding of VCD domain.


This article was supported by Zhejiang Natural Science Foundation (LQ17G020009), National Natural Science Foundation of China (Grant No. 71972112)