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Antecedents to value diminution: A dyadic perspective

Vafeas, Mario; Hughes, Tim; Hilton, Toni

Antecedents to value diminution: A dyadic perspective Thumbnail


Tim Hughes
Professor in Applied Marketing

Toni Hilton


© 2016, © The Author(s) 2016. The purpose of this article 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 (S-D) 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 realization. The article 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.


Vafeas, M., Hughes, T., & Hilton, T. (2016). Antecedents to value diminution: A dyadic perspective. Marketing Theory, 16(4), 469-491.

Journal Article Type Article
Acceptance Date Apr 24, 2016
Online Publication Date Jun 6, 2016
Publication Date Dec 1, 2016
Deposit Date Jun 9, 2016
Publicly Available Date Jun 9, 2016
Journal Marketing Theory
Print ISSN 1470-5931
Electronic ISSN 1741-301X
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Volume 16
Issue 4
Pages 469-491
Keywords Value diminution, value co-destruction, value co-creation, business-to-business, client-agency relationships, service-dominant logic, resource integration
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