Value co-destruction: It takes two to tango

Value co-creation has been actively examined by services marketing scholars since the introduction of service-dominant logic in 2004. In recent times the phenomenon has been extended to include value destruction and co-destruction. However, there is confusion about each one, with many scholars using the value co-destruction definition when discussing the concept of value destruction. This research examines the concepts of the value co-destruction and value destruction in secondary education and provides clearer definitions of each concept. It also explores the contextual influences that can lead destructive behaviours to be co-destruction or destruction. While this enables marketing scholars to have a clearer understanding of this phenomena, marketing practitioners will be able to have a stronger understanding of the nature of destructive behaviours