Much is made in service-dominant logic about value being co-created. But if it can be co-created, can it also be co-destructed?
Yes, it can. But early descriptions of interactive value formation either down played it or ignored it - destroying value is old school goods-dominant thinking.
But we can define it as occurring when interactions between actors results in a decline in at least one of the actors' well-being
And we investigate a framework that looks at components of orientation, resources and perceptions over time (before, in use and after) contribute to value co-destruction