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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.