Toxic Collaborations: Co-Destroying Value in the B2B Context. (August 2019)

• Record Type: Journal Article
• Authors: Cabiddu, Francesca; Moreno, Frau; Sebastiano, Lombardo
• Is Part Of: Journal of service research. Volume 22:Number 3(2019:Aug.)
• Page Start: 241
• Page End: 255
• Publication Date: 2019-08
• Subjects: value co-creation -- value co-destruction -- practices -- practice theory -- multiple case study; Customer services -- Periodicals; Service industries -- Periodicals; 658.81205
• DOI: 10.1177/1094670519835311
• Languages: English
• ISSNs: 1094-6705

Abstract

Service research and marketing theory have found value co-creation to be a key element in the business-to-business (B2B) context. Value can also be co-destroyed by the same actors who interact to create it. However, very few studies have examined service provider-customer work practices when value co-destruction (VCD) occurs. In this qualitative study, we approach VCD by combining social interactions and resource integration practices with a notion of value that reveals its multiform nature. We adopt a value definition that enables us to show that the notion of co-creation and co-destruction should be viewed conceptually as representing a value variation space rather than as being dichotomous or mutually exclusive. Our research allows practitioners to recognize and contrast VCD, as it emerges and impacts their B2B relations.