Seminar paper from the year 2002 in the subject Business economics - Offline Marketing and Online Marketing, grade: 8 von 10 P, Jönköping International Business School (-), course: International Marketing, language: English, abstract: 1 Introduction Within the course International Marketing, the third project deals with academic research in international marketing and internationalisation. We have chosen to focus on the inter-national dimension of standardisation versus adaptation in servi...