Value co-destruction in interfirm relationships
通过航空业案例研究，识别了价值共毁的两种形成方式（目标阻碍和净损失）及九种调节该过程的参与者互动行为，并分析了其在双边和生态系统层面的表现，对营销理论与实践有启示。
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.