Antecedents to value diminution: A dyadic perspective

Vafeas, M., Hughes, T. and Hilton, T. (2016) Antecedents to value diminution: A dyadic perspective. Marketing Theory, 16 (4). pp. 469-491. ISSN 1470-5931 Available from:

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The purpose of this paper is to identify the antecedents of diminished value in business-to-business exchange. There is only a limited amount of research on value destruction in the context of Service-Dominant logic and, to the best of our knowledge, no dyadic studies. From a business perspective, awareness of factors that have the potential to impede value creation will enable relationship partners to increase mutual value realisation. The paper examines the accuracy of the term ‘value co-destruction’ as a blanket description for interaction that results in value reduction, and proposes that, in many instances, ‘value diminution’ may be more appropriate. The study adopts an exploratory, qualitative approach. One-to-one interviews are conducted with clients and their creative agencies. The results suggest that diminished value outcomes are caused by resource deficiencies and resource misuse by both relational partners, separately and jointly. We propose a model of five higher-order antecedents of value diminution: absence of trust, inadequate communication, power/dependence imbalance, inadequate coordination, and inadequate human capital.

Item Type:Article
Uncontrolled Keywords:Value diminution, value co-destruction, value co-creation, business-to-business, client-agency relationships, service-dominant logic, resource integration
Faculty/Department:Faculty of Business and Law > Department of Business Management
ID Code:29051
Deposited By: Dr M. Vafeas
Deposited On:09 Jun 2016 15:42
Last Modified:11 Jan 2017 12:12

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