Seminar paper from the year 2002 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 8 von 10 P, Jonkoping International Business School (-), course: International Marketing, 16 entries in the bibliography, language: English, comment: Discusses four typologies of services by McLoughlin - Fitzsimmons -1996, Lovelock -1983, Valikangas - Lehtinen -1990, and Clark - Rajaratnam -1999 and their implications for the standardisation versus adaptation trade-off. However, we will first give an overview about earlier research done within...