在地轉譯：創新再脈絡的在地調適樣貌

Local Translating: Patterns of Local Adaptation in Innovation Recontextualization

為持續成長，企業會模仿標竿行業最佳實務，期望創新再脈絡之後可達到「青出於藍而勝於藍」的理想。過往，再脈絡文獻分析的重點是原地創新如何在地化，著重於相容性、複製與校準、因地制宜以及合法性等議題，卻較少關注調適與衝突化解。本研究分析一項跨國轉移專案，觀察由日本導入商品至臺灣時，如何展開在地調適以回應兩地隔閡。學理上，本研究解析在地調適的轉譯觀念。再脈絡需解讀在地線索，以轉譯來化解調適的制約。本研究指出，再脈絡的精神並非複製的廣度或是保真的程度，也非標準化或是在地化的侷限抉擇，而應是平衡原地元素的去留，以及在地元素的增減，以找出再設計的方案。實務上，全然複製創新隱含排擠風險，一昧地在地化又恐畫地自限，若要克服兩地不相容，企業需瞭解如何辨識在地訊號，讓兩相排斥成為相輔相成。在地轉譯的角度提醒，創新者需掌握有所仿、有所不仿的尺度，使再脈絡有臨摹而不仿冒、可超越而不抄襲。

To sustain growth, organizations continue to benchmark industry’s best practices and anticipate to achieve the ideal of “successors excel the predecessor” through recontextualization. In terms of how primary innovation is localized, previous literatures focused on the issue of compatibility, replication, alignment and legitimacy, rather than paying attention to conflict resolution within adaptation. The article analyzes the project of merchandise transfer from Japan to Taiwan in a multinational corporation, by means of observing how local adaptation respond to the adoption gap between two places. In theory, the article analyzes the concept of translation in local adaptation. Recontextualization requires us to interpret local cues so as to resolve constraints within adaptation. This study indicates that the essence of recontextualization is not about the breadth of replication or the degree of authenticity, nor about the constrained decision between standardization or localization. Rather, it is concerned with discreet balance of keeping which elements from the provider and deleting which elements from the recipient, in order to identify redesign alternatives. In practice, complete replication might induce the risk of mutual exclusion while mere localization could impose restriction on the redesign. To overcome incompatibilities, firms need to understand how to identify local signals to turn mutual exclusion into reciprocal complementarity. The issue of local translation reminds that innovators could achieve this subtle balance so that recontextualization could replicate without counterfeit, surpassing rather than plagiarizing.