Ludhiana, Aug. 21 -- The School of Business Studies at Punjab Agricultural University (PAU) organised a research seminar exploring modern approaches to understanding how customers perceive and evaluate services.

The session focused on the theme, "Reconsidering the Cocreation of Value: Towards a Value Attribution Logic for Marketing Theory."

The keynote address was delivered by Meindert Flikkema, full professor of service innovation at the School of Business and Economics, Vrije Universiteit Amsterdam, Netherlands. Gagan Kaur, project leader for South and East Asia at Vrije Universiteit Amsterdam, also attended the event, highlighting the growing academic partnership between the two institutions.

Addressing the gathering, Ramandeep Sing...