Not always co‐creation: introducing interactional co‐destruction of value in service‐dominant logic

Not always co-creation: introducing interactional co-destruction of value in Service-Dominant Logic Purpose – This article aims to demonstrate that, even though Service-Dominant (S-D) logic has essentially considered value co-creation so far, it should not overlook the risks of value co-destruction either. Design / methodology / approach – This conceptual paper critically reviews the co-creation and value-in-use concepts to elaborate on the notion of value co-destruction by service systems (i.e. configurations of resources connected to other systems by value proposition). Findings – We show that value can be co-destroyed through the interactions between different service systems, although the extant literature usually suggests that it results in value co-creation. Co-destruction of value is due to a service system misusing either accidentally or intentionally its own resources or the ones of another service system. Research limitations / implications – Empirical research supporting our theoretical findings could concern service systems ’ characteristics, dynamics between co-destruction and value-in-exchange (i.e. price), or dynamics and antecedents of misuse. Practical implications – At a time when so many firms engage in co-creation strategies, it is important not to forget that these are not the ultimate panacea to get value. Analyzing how, where and to what extent value co-destruction may occur must not be neglected. Originality / value – To the best of our knowledge, this research is one of the first to underline the limits of co-creation and to explore both the potential and process of value co-destruction in S-D logic.