企業常因不甚瞭解目標市場，或受限於服務本質不易移植到海外市場之因素，可能在國内市場獲得良好的績效，但卻在拓展海外市場時失敗。情境智慧是因應不同地區來修改知識的能力，是促進企業國 際化成功的重要關鍵，要提升情境智慧可利用建構研發企劃能力來幫助企業成功地 將服務移植海外市場，並且建構先導賣驗的能力，協助企業測試與瞭解海外顧客的偏好。本研究利用質性研究方法，進行相關文獻探討與深度訪談，針對4家日韓標竿企業及4家已經有國際化經驗的台灣企業分析服務業國際化成功的因素。結果顯示，企業要充分瞭解國際市場，適當的研發企劃中心與實驗基地的建置，是服務業國際化的關鍵成功因素。本研究同時提 出一套國際化的研發企劃中心與實驗基地的建構方法，藉以提高產品或服務移植海外市場的成功機會。

Enterprises may have superior performance in a domestic market but fail to succeed in overseas markets because they do not understand oversea customer preferences and cannot replicate their services in overseas markets. Contextual intelligence that adapts domestic knowledge to a new market can help service firms overcome hindrances to perform well when firms decide to globalize their services. In order to boost contextual intelligence, we proposed that the capability of research, development, & planning enables service firms to internationalize service, and capability of pilot experimentation enables service firms to understand oversea customer preferences. In this study, we conducted qualitative research, including literature review and in-depth interviews, to collect data from four successful Japanese and Korea companies and four Taiwanese firms to investigate key factors for their success in oversea markets. Our results show that their capabilities of research, development, & planning and pilot experimentation are key successful factors. Guidelines for establishment of these capabilities derived from our study are useful to help service firms that intend to expand into the global market.