Value co-destruction: Exploring the role of actors' opportunism in the B2B context.

•Value co-creation happens when alliance partners share resources, support value propositions and have perceived value in the ecosystem.•Successful alliances show strong governance strategies and channel policies play a key role in facilitating value co-creation in the ecosystem.•Value co-destruction happens due to conflictual interactions between alliance actors resulting in win-lose or lose-lose outcomes.•Alliance actors show strong- and weak-forms of opportunism, which weakens the foundation of collaboration and results in value co-destruction.•This research is more encompassing because it explores factors that lead to both value co-creation and co-destruction.