Unique features of services as compared to industrial models: marketing of services, the role of R&D, lack of patentability, attitude towards markets (tendency towards responsiveness), low degree of technology culture, etc. Services cannot be analysed exactly with the same analytical categories as are used to understand innovation in manufacturing industries. Taking an evolutionist approach, the taxonomy of Keith Pavitt classifies service firms, and especially those performing services for individuals, as “supplier-dominated”, being essentially users of technologies developed in the realm of manufacturing. The emphasis is on non-technological forms of innovation, such as professional know-how, brands and design, which then play a major role.