此研究主要在探討來自先進經濟體的跨國企業如何運用新興市場國際夥伴提供的知識資源應用於競爭智能及使用逆向創新策略，還有其原因。羅生寶集團必須應對商業車市場面臨的挑戰，也必須加強其動態能力，才能在未來具備更強的競爭力。透過使用競爭智能分析過程，且特別專注於策略方向，
本份研究努力找出在新興市場中環境創新的替代能源或是傳動解決方案，更專注於中國市場。透過數種不同研究方式，已經從數家卡車領導公司中蒐集知識資源。首先，次級的市場研究提供了概述。接下來根據中國商用車領導製造商的內容分析以及對這些公司進行半結構化的調查問卷結果，取得更好的定性分析。
根據這些研究結果，逆向創新戰略的使用增強了西方跨國企業通過利用來自新興企業知識資源的動態能力來進一步提高競爭優勢。羅生寶集團必須為了未來決策過程建立具競爭力的策略基于市场和内容分析的结果。

This research aims at exploring how Rosenbauer International AG, as a multinational enterprise, can use reverse innovation strategy while sourcing knowledge-based resources from its international commercial vehicle partners in China to identify competitive eco-innovation strategies for itself. Rosenbauer International AG has to cope with arising challenges in the commercial vehicle industry as well as to enhance its dynamic capabilities for being more competitive in the future. By using a competitive intelligence analysis process with a special focus on building competitive strategies, this thesis strives to identify eco-innovation opportunities with regard to alternative fuel and powertrain solutions in emerging countries, especially from China. Gathering knowledge-based resources from the leading truck market is done by using several research methods. First, the secondary market research provides an overview. This is followed by the content analysis of the leading Chinese commercial vehicle manufacturers. Based on these findings, the use of reverse innovation strategies enhances Western multinational enterprises (MNEs) to further increase competitive advantage by leveraging dynamic capabilities from knowledge-based resources arising from emerging players. A competitive strategy is built to help Rosenbauer International AG for future decision-making processes based on the findings from the market and content analysis.

ABSTRACT CHINESE II
ABSTRACT ENGLISH III
1. INTRODUCTION 1
2. LITERATURE REVIEW 7
2.1. CONCEPTUAL METHOD 7
2.2. COMPETITIVE INTELLIGENCE 10
2.2.1. DYNAMIC COMPETITIVE STRATEGY 12
2.2.2. COMPETITIVE STRATEGY CONCEPT 13
2.3. REVERSE INNOVATION 14
2.4. NEW TECHNOLOGIES FOR THE COMMERCIAL VEHICLE INDUSTRY 18
2.4.1. THE FUTURE OF THE GLOBAL TRUCK INDUSTRY 18
2.4.2. ALTERNATIVE FUELS AND INFRASTRUCTURE 21
2.4.3. DIFFERENT TYPES OF ALTERNATIVE FUEL/POWERTRAIN SOLUTIONS 22
3. DATA & METHODOLOGY 31
3.1. METHODOLOGY STRATEGY 31
3.2. TIMELINE 32
3.3. COMPETITIVE INTELLIGENCE SECONDARY MARKET RESEARCH 33
3.4. COMPETITIVE INTELLIGENCE PRIMARY QUALITATIVE RESEARCH 34
3.4.1. CONTENT ANALYSIS 34
3.4.2. PRIMARY RESEARCH LIMITATION 44
4. RESULTS 46
4.1. COMPETITIVE INTELLIGENCE SECONDARY MARKET RESEARCH 46
4.1.1. GENERAL GLOBAL DEVELOPMENT 46
4.1.2. POLITICAL ENVIRONMENT (REGULATORY FRAMEWORKS) 49
4.1.3. ECONOMIC MARKET ANALYSIS 53
4.1.4. TECHNOLOGICAL DEVELOPMENT 55
4.2. COMPETITIVE INTELLIGENCE PRIMARY MARKET RESEARCH – CONTENT ANALYSIS 58
5. DISCUSSION AND CONCLUSION 73
5.1. THEORETICAL IMPLICATIONS 73
5.2. MARKET ANALYSIS IMPLICATIONS 77
5.3. COMPETITIVE STRATEGY 79
5.4. LIMITATIONS AND FURTHER RESEARCH DIRECTIONS 84
6. REFERENCES 87
7. APPENDIX 112

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