本研究以臺灣某中小企業為例，透過個案方式（case study）探討文化因素如何影響中小企業制定國際市場之產品策略，並洞悉該公司於策略制定和實施過程中遭遇之挑戰及解決方案。此外，本研究特別針對文化要素中的語言，以Bhatia (2010)理論檢視該個案公司設計產品資訊之策略以及語境和文本的關係。
　　本調查從個案公司中選擇五位人員做為研究對象，透過文件資料（documentation）、訪談法（interviews）以及觀察法（observations）收集資料，並運用三角檢證（triangulation）分析和比較各種來源之結果。
　　研究結果顯示，文化要素含美感、宗教、物質文化、社會制度、語言、氣候、政治、法律以及來源國效應會左右該企業制定國際產品標準化或適應化策略，這些因素主要影響有形產品，特別是產品包裝和特色功能。就語言使用而言，研究者透過該案例觀察到語言引起來源國效應之現象，意味語言可喚起消費者對於該國產品之印象，進而影響其購買行為。此外，當中小企業向海外目標受眾傳遞產品資訊時，應重視全球化和在地化的交互作用，並將影響溝通的內外部條件一併納入考量。該中小企業面臨之挑戰包含不同文化之經濟和需求差異以及來源國效應，該公司也提供解決方案以應對這些挑戰。調查結果也反映，海外之當地中介商於中小企業拓展國際事業之過程中扮演著重要角色，且幫助降低文化差異之影響。
最後，本研究根據分析結果提出相關建議，以供其他中小企業、研究人員及教育機構做為參考，並指出未來研究可依循之探索方向。

Focusing on a Taiwanese cosmetic SME, this study tended to investigate what and how cultural factors affect the enterprise’s decisions of standardizing/adapting the international product strategy, and perceive the challenges that it encountered during the process. Among the cultural elements, this thesis specially discussed the linguistic issue based on Bhatia (2010), and examined the relationship between the context and the text in the choice of appropriate language for the product information.
Utilizing the case study approach, this inquiry probed the phenomena via the documentation, semi-structured interviews and observations. Triangulation was conducted to analyze the data from various sources and participants. Five participants in the case SME were selected to provide their perceptions and personal experiences on the issues inspected in this study.
Results showed that aesthetics, religion, material culture, social institutions, language, climate, politics, legal factors and country-of-origin effect were the cultural variables that influenced case company’s decision of standardizing/adapting the international product strategy. The cultural impacts mostly occurred on the actual product, specifically the packaging and feature. From this case, the function of language serving as a medium to trigger the country-of-origin effect was addressed. Moreover, outcomes showed that when the SME conducted professional communication with target audience in the international market, both external and internal conditions should be taken into account under the interplay of globalization and localization. Challenges that the case SME encountered included the various economic developments and demands of different cultures and the country-of-origin effect. Solutions were developed to overcome these challenges. The significance of local intermediaries working as cultural brokers to help reduce the difficulties was recognized.
Based on the results, several implications were provided for SMEs with various situations, researchers interested in the relevant issues, and educational institutions with ESP courses. Also, directions for further studies were indicated.

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