Abstract
Value co-destruction is emerging as an important way to conceptualize non-positive outcomes from actor-to-actor interactions. However, current research in this area neither offers a clear way to understand how value co-destruction manifests nor does it consider the role of actor engagement behaviors. Drawing on a case study in the aerospace industry, the present study begins by identifying and describing two ways in which actor perceptions of value co-destruction form: goal prevention and net deficits. Next, the study identifies and describes nine actor engagement behaviors that moderate actor experiences of value co-destruction. The study also unpacks these concepts at both the actor-to-actor and service ecosystem levels. The article concludes with implications for marketing theory and practice.
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