HIGHLIGHTS
SUMMARY
In the dialectical relationship with the co-creation of value (Keeling et_al, 2021; Rahman et_al, 2019), value co-destruction captures the diminishment of value within these processes and thus is referred to as the unsuccessful resource integration by actors with the risk of diminishing the value experience (Echeverri and Skålén, 2021; Plé and Chumpitaz Caceres, 2010). This study contributes in multiple ways to the microfoundations of value experience in cocreation and co-destruction (Hartwig et_al, 2021; Storbacka et_al, 2016). Given this subjective and action-oriented nature, value is idiosyncratic, experiential, contextual and . . .
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