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Value co-destruction: a typology of resource misintegration manifestations

Gaurangi Laud (Tasmanian School of Business and Economics, University of Tasmania, Hobart, Australia)
Liliana Bove (Department of Management and Marketing, University of Melbourne, Melbourne, Australia)
Chatura Ranaweera (Lazaridis School of Business, Wilfrid Laurier University, Waterloo, Canada)
Wei Wei Cheryl Leo (Murdoch University, Perth, Australia)
Jill Sweeney (Department of Marketing, University of Western Australia, Perth, Australia)
Sandra Smith (Graduate School of Management, University of Auckland, Auckland, New Zealand)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 25 November 2019

Issue publication date: 6 December 2019




Actors who participate in co-created service experiences typically assume that they will experience improved well-being. However, a growing body of literature demonstrates that the reverse is also likely to be true, with one or more actors experiencing value co-destruction (VCD), rather than value co-creation, in the service system. Building on the notion of resource misintegration as a trigger of the VCD process, this paper offers a typology of resource misintegration manifestations and to present a dynamic conceptualization of the VCD process.


A systematic, iterative VCD literature review was conducted with a priori aims to uncover the manifestations of resource misintegration and illustrate its connection to VCD for an actor or actors.


Ten distinct manifestations of resource misintegration are identified that provide evidence or an early warning sign of the potential for negative well-being for one or more actors in the service system. Furthermore, a dynamic framework illustrates how an affected actor uses proactive and reactive coping and support resources to prevent VCD or restore well-being.


The study presents a typology of manifestations of resource misintegration that signal or warn of the potential for VCD, thus providing an opportunity to prevent or curtail the VCD process.



Laud, G., Bove, L., Ranaweera, C., Leo, W.W.C., Sweeney, J. and Smith, S. (2019), "Value co-destruction: a typology of resource misintegration manifestations", Journal of Services Marketing, Vol. 33 No. 7, pp. 866-889.



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