When value co-creation fails: Reasons that lead to value co-destruction

Abstract

Value co-destruction is a possible outcome of business, public and consumer collaboration. We examine reasons that lead to value co-destruction and when these reasons emerge. Since previous research on the topic is limited, our research approach is abductive qualitative research. The empirical data emerges from 19 semi-structured interviews conducted in seven organizations operating in Finland. Results indicate that value co-destruction emerges due to eight reasons. Our empirically grounded framework for value co-destruction demonstrates when these reasons emerge (before or after the collaboration or interaction) or they are time-independent. Results provide important insights for academics and managers into how value co-creation efforts can have negative outcomes and at what stage each reason is more likely to happen.