融合邏輯：創新再脈絡的轉譯過程

Synthesizing Logics: The Process of Translating in Innovation Recontextualization

追求原創雖為上策，然因各種限制，企業需藉由再脈絡轉移最佳實務。過去文獻分析相容性與在地化，理解水土不服的問題，然而對調適過程卻仍有待深入。跨國移轉時，從原地轉換到移入地會面對各式制約，如何發展出解決方案，是當前研究面臨的瓶頸，也是實務遭遇的困難。本文分析連鎖超商由日本轉移鮮食至臺灣的調適動態。學理上，點出在地調適的轉譯以及再脈絡的連貫性等觀念。解釋再脈絡取決於衝突邏輯的融合。實務上，本文點出再脈絡需考量由念舊原地、懷舊在地，進而融合創新於創舊。故此，轉換在地制約並非頭痛醫頭的回應，而是借力使力的轉譯。轉移前要先轉換認知，方可由衝突中找出融合的可能。由複製走向複合的思維，由抄襲轉向超越的心態。

Enterprises should strive for original innovation, but due to various constraints, they need to transfer best practices through recontextualization. As such, how local adaptation may facilitate smooth transfer of innovation becomes current literature's attention. Although prior studies have examined compatibility and localization issues, while explaining approaches to overcome acclimatization problems, we still know relatively little about local adaptation process. In cross-nation transfer, moving innovation from the original domain to the recipient side inevitably have to confront many constraints. How could firms develop solutions for local adaptation? This issue becomes the bottleneck for current research, as well as difficulties facing practical implementation. This study examines the transfer process of fresh food products from Japan to Taiwan in franchise convenient stores, in order to understand the dynamics of local adaptation. Theoretically, this research highlights concepts relating to the translation within local adaptation and coherence of recontextualization. This elaborates that smooth recontextualization relies on cognitive conversion, and depends on synthesizing conflicting logics, so that innovation may be assimilated with the local memories. Practically, this study indicates that effective recontextualization requires the translation of nostalgia from the output side and recollects acquaintances in the local habitation. Therefore, converting local constraints should not be superficial responses, but should leverage the translation of local signals. This article points out that before innovation transfer, we need to change local cognition so that we may identify possible synthesis from conflicting situation. This entails a change from replication to hybridization mentality, and a shift from mimicry to transcendental mindset.