IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v22y2025i2d10.1007_s12208-025-00428-x.html
   My bibliography  Save this article

How to constrain value co-destruction and enhance competitive advantage in higher education: the role of value orientation

Author

Listed:
  • Antonio Eliezer Raposo Junior

    (FUCAPE Business School and Instituto Federal do Maranhão - Campus, São Raimundo das Mangabeiras)

  • Emerson Wagner Mainardes

    (University of Turku, Pori Unit)

  • Helena Maria Batista Alves

    (University of Beira Interior)

Abstract

This research aims to understand how strategic orientation can reduce co-destruction behavior and thus lead to better innovation capabilities and competitive advantage in higher education. This study explores the Service Dominant Logic and practice theory perspective, which understands it as a resource misintegration and misalignment of practices, respectively, and proposes an interactive value formation framework-based model that integrates both theoretical foundations. Research employs a quantitative empiric design in higher education context. 456 responses were obtained from professors and staff via online survey. Data analysis comprised a structural equation modeling estimated via partial least squares. The findings reveal a negative association between value orientation and value co-destruction behavior, encompassing both employee and student conduct. In addition, value co-destruction behavior is negatively related to the institution’s innovation capabilities and competitive advantage. Conversely, the results demonstrate a positive association between innovation capabilities and competitive advantage. The findings have implications for interactive value formation framework, by advancing on the knowledge over integration of resources within practices, explaining its relationship and outcomes in higher education context. The study contributes to reduce scarcity of quantitative research on value co-destruction, and to the development of an emerging strategic orientation focused on value.

Suggested Citation

  • Antonio Eliezer Raposo Junior & Emerson Wagner Mainardes & Helena Maria Batista Alves, 2025. "How to constrain value co-destruction and enhance competitive advantage in higher education: the role of value orientation," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 22(2), pages 413-437, June.
    • Handle: RePEc:spr:irpnmk:v:22:y:2025:i:2:d:10.1007_s12208-025-00428-x
    DOI: 10.1007/s12208-025-00428-x
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-025-00428-x
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-025-00428-x?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sarstedt, Marko & Hair, Joseph F. & Cheah, Jun-Hwa & Becker, Jan-Michael & Ringle, Christian M., 2019. "How to specify, estimate, and validate higher-order constructs in PLS-SEM," Australasian marketing journal, Elsevier, vol. 27(3), pages 197-211.
    2. Miotto, Giorgia & Del-Castillo-Feito, Cristina & Blanco-González, Alicia, 2020. "Reputation and legitimacy: Key factors for Higher Education Institutions’ sustained competitive advantage," Journal of Business Research, Elsevier, vol. 112(C), pages 342-353.
    3. Mekhail Mustak & Loïc Plé, 2020. "A critical analysis of service ecosystems research: rethinking its premises to move forward," Post-Print hal-03144270, HAL.
    4. Nadine M. Robinson & Kevin G. Celuch, 2016. "Strategic and bonding effects of enhancing the student feedback process," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(1), pages 20-40, January.
    5. L. Plé & R. Chumpitaz, 2010. "Not always co-creation: introducing interactional co-destruction of value in service-dominant logic," Post-Print halshs-00588239, HAL.
    6. Lin, Yichen & Wang, Yichuan & Yu, Chiahui, 2010. "Investigating the drivers of the innovation in channel integration and supply chain performance: A strategy orientated perspective," International Journal of Production Economics, Elsevier, vol. 127(2), pages 320-332, October.
    7. Rajeev Verma & Rajagopal & Pável Reyes Mercado, 2013. "Impact of service co-creation on performance of firms: the mediating role of market oriented strategies," International Journal of Services and Operations Management, Inderscience Enterprises Ltd, vol. 15(4), pages 449-466.
    8. Mollie Dollinger & Jessica Vanderlelie, 2021. "Closing the loop: co-designing with students for greater market orientation," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 31(1), pages 41-57, January.
    9. Zhimin Wang & Kwek Choon Ling & HongGui Li, 2021. "The Impact of Knowledge Sharing on the Relationship Between Market Orientation and Service Innovation," International Journal of Knowledge Management (IJKM), IGI Global, vol. 17(2), pages 1-25, April.
    10. Carolin Plewa & Jillian C. Sweeney & David Michayluk, 2015. "Determining value in a complex service setting," Published Paper Series 2015-1, Finance Discipline Group, UTS Business School, University of Technology, Sydney.
    11. Hair, Joe F. & Howard, Matt C. & Nitzl, Christian, 2020. "Assessing measurement model quality in PLS-SEM using confirmatory composite analysis," Journal of Business Research, Elsevier, vol. 109(C), pages 101-110.
    12. Todd Morgan & Sergey Alexander Anokhin & Joakim Wincent, 2019. "Influence of market orientation on performance: the moderating roles of customer participation breadth and depth in new product development," Industry and Innovation, Taylor & Francis Journals, vol. 26(9), pages 1103-1120, October.
    13. Mollie Dollinger & Jason Lodge & Hamish Coates, 2018. "Co-creation in higher education: towards a conceptual model," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 28(2), pages 210-231, July.
    14. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    15. Fatemeh Ghardashi & Maryam Yaghoubi & Ehsan Teymourzadeh & Mohammadkarim Bahadori & Mahmood Salesi, 2023. "The innovation capability model in higher education: A structural equation modelling approach," African Journal of Science, Technology, Innovation and Development, Taylor & Francis Journals, vol. 15(4), pages 473-481, June.
    16. Fuller, Christie M. & Simmering, Marcia J. & Atinc, Guclu & Atinc, Yasemin & Babin, Barry J., 2016. "Common methods variance detection in business research," Journal of Business Research, Elsevier, vol. 69(8), pages 3192-3198.
    17. Irene C. L. Ng & Jeannie Forbes, 2009. "Education as Service: The Understanding of University Experience Through the Service Logic," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(1), pages 38-64, May.
    18. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    19. repec:igg:jkm000:v:17:y:2021:i:2:p:130-154 is not listed on IDEAS
    20. repec:uts:ppaper:y:2015:1 is not listed on IDEAS
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sarker, Moniruzzaman & Mohd-Any, Amrul Asraf & Kamarulzaman, Yusniza, 2021. "Validating a consumer-based service brand equity (CBSBE) model in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    2. Smith, Kenneth J. & Emerson, David J. & Mauldin, Shawn, 2021. "Online cheating at the intersection of the dark triad and fraud diamond," Journal of Accounting Education, Elsevier, vol. 57(C).
    3. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.
    4. Emerson Wagner Mainardes & Julio Simão Santos, 2024. "The Effects on Corporate Reputation of Corporate Social Irresponsibility, Philanthropy, and Customer Value Orientation," Corporate Reputation Review, Palgrave Macmillan, vol. 27(4), pages 299-314, November.
    5. Kristoffersen, Eivind & Mikalef, Patrick & Blomsma, Fenna & Li, Jingyue, 2021. "The effects of business analytics capability on circular economy implementation, resource orchestration capability, and firm performance," International Journal of Production Economics, Elsevier, vol. 239(C).
    6. Anthony Okoeguale, 2023. "Brand Value Co-creation Revisited: A Critical Review of Studies," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, March.
    7. Vegas-Macias, Jordi, 2025. "Social contact and value co-creation practices. Tourist–resident encounters and urban cycling in Copenhagen," Annals of Tourism Research, Elsevier, vol. 110(C).
    8. Zhikun Ding & Xinyue Huang & Xinrui Wang & Qiaohui Chen & Jiasheng Zhang & Zezhou Wu, 2024. "Investigating the Determinants of Construction Stakeholders’ Intention to Use Construction and Demolition Waste Recycling Products Based on the S-O-R Model in China," Sustainability, MDPI, vol. 16(6), pages 1-17, March.
    9. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    10. Xin Sun & Yike Ma, 2025. "Sharing and Co-Creating Value: Innovation in Platform-Based Agricultural Service Models Driven by Service Demand Collaboration—A Case Study of the JN Life," Sustainability, MDPI, vol. 17(3), pages 1-23, February.
    11. Shahriar Akter & Saradhi Motamarri & Shahriar Sajib & Ruwan J. Bandara & Shlomo Tarba & Demetris Vrontis, 2024. "Theorising the Microfoundations of analytics empowerment capability for humanitarian service systems," Annals of Operations Research, Springer, vol. 335(3), pages 989-1013, April.
    12. Plé, Loïc & Demangeot, Catherine, 2020. "Social contagion of online and offline deviant behaviors and its value outcomes: The case of tourism ecosystems," Journal of Business Research, Elsevier, vol. 117(C), pages 886-896.
    13. Cheah, Jun-Hwa & Lim, Xin-Jean & Ting, Hiram & Liu, Yide & Quach, Sara, 2022. "Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    14. Naman Sreen & Swetarupa Chatterjee & Seema Bhardwaj & Asmita Chitnis, 2023. "Reasons and intuitions: extending behavioural reasoning theory to determine green purchase behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 447-475, June.
    15. Mwesiumo, Deodat & Halpern, Nigel & Budd, Thomas & Suau-Sanchez, Pere & Bråthen, Svein, 2021. "An exploratory and confirmatory composite analysis of a scale for measuring privacy concerns," Journal of Business Research, Elsevier, vol. 136(C), pages 63-75.
    16. repec:osf:osfxxx:8jd97_v1 is not listed on IDEAS
    17. Mahfuzur Rahman & Che Ruhana Isa & Muhammad Mehedi Masud & Moniruzzaman Sarker & Nazreen T. Chowdhury, 2021. "The role of financial behaviour, financial literacy, and financial stress in explaining the financial well-being of B40 group in Malaysia," Future Business Journal, Springer, vol. 7(1), pages 1-18, December.
    18. Reem M. Mashat & Safinaz H. Abourokbah & Mohammad Asif Salam, 2024. "Impact of Internet of Things Adoption on Organizational Performance: A Mediating Analysis of Supply Chain Integration, Performance, and Competitive Advantage," Sustainability, MDPI, vol. 16(6), pages 1-25, March.
    19. Matthew Alexander & Niklas Vallström, 2023. "Value co-destruction: Problems and solutions," AMS Review, Springer;Academy of Marketing Science, vol. 13(3), pages 200-210, December.
    20. David Fleischman & Maria Raciti & Meredith Lawley, 2015. "Degrees of co-creation: an exploratory study of perceptions of international students' role in community engagement experiences," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(1), pages 85-103, January.
    21. Azima, A.M. & Jamaluddin, Faathirah & Ramli, Zaimah & Saad, Suhana & Lyndon, Novel, 2024. "Communal grant and land allocation effect on native land disputation in Malaysia," Land Use Policy, Elsevier, vol. 147(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:22:y:2025:i:2:d:10.1007_s12208-025-00428-x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.