Review of Professional Management
issue front

Syeda Tahera Sadia1 and Vikas Gautam1

First Published 12 Dec 2023.
Article Information Volume 21, Issue 2 December 2023
Corresponding Author:

Syeda Tahera Sadia, Department of Marketing & Strategy, IBS Hyderabad, IFHE University, Hyderabad, India.

1Department of Marketing & Strategy, IBS Hyderabad, IFHE University, Hyderabad, India

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License ( which permits non-Commercial use, reproduction and distribution of the work without further permission provided the original work is attributed.


The value co-destruction (VCD) as a concept has been overshadowed by the focus of services research on value co-creation. The usefulness of service and value has been mentioned multiple times in the literature on service-dominant logic. The logical idea that, if value can be jointly created, it can also be jointly destroyed through similar interactional processes among the service systems has simply been ignored by the services study. In order to better grasp the notion of VCD and to pinpoint prospective areas for related future research, this article attempts to bring it to light. This study aims to do an in-depth literature review to identify the major aspects related to VCD that have been studied so far and thereby identify the gaps in the VCD literature to highlight the scope for related future research.


Value co-destruction, co-destruction of value, interactive value formation, S-D logic, resource integration, service system interactions, negative value outcomes


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