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The multi-level perspective on sustainability transitions positions established firms (incumbents) as defenders of existing technologies at the �regime level.� By contrast, it positions new entrants at the niche level, as promoters of new technologies. This paper challenges the positioning of firms as actors on either regime or niche levels. Based on a comparative analysis of technology strategies in the heavy vehicle industry, the paper shows that established firms are active at both levels, developing several technology alternatives simultaneously. This means that incumbents� technology strategies determine important parts of the required niche�regime interactions. The paper also shows how incumbents may pursue contrasting technology strategies. While some adopt a dualistic approach, keeping regime and niche level activities technologically and commercially separate, others develop integrated strategies where niche activities are leveraged to impact upon the regime level. The cases studied illustrate how the success of such integrated strategies depends on the emergence of bridging policies. Bridging policies are relevant both for linking early niche markets to broader regime-level markets, and for supporting further technological advancements of niche markets.
