Niche Strategies for Reuse Innovations

Niche introduction strategies for large scale diffusion of reuse innovations in the European domestic soft drinks industry

Master thesis (2023)

Authors

R. Warns Technology, Policy and Management

Contributors

Lorant Tavasszy Transport and Planning - CEG (supervisor 1)
H. Khodaei Delft Centre for Entrepreneurship (supervisor 2)
L.M. Kamp Energy and Industry (supervisor 2)
A.J. van Binsbergen Transport and Planning - CEG (coach)
Faculty
Technology, Policy and Management
Copyright: © 2023 Ruben Warns
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Published Date

18-10-2023

Language

English

Reuse Rights

Other than for strictly personal use, it is not permitted to download, forward or distribute the text or part of it, without the consent of the author(s) and/or copyright holder(s), unless the work is under an open content license such as Creative Commons.

Faculty

Technology, Policy and Management

Abstract

Innovation, akin to crafting a novel recipe, involves identifying problems, experimenting, testing, and sharing solutions. This study delves into "reuse innovations," which emphasize prolonging product usage before disposal. A prime exemplar is Home Carbonation Kits (HCKs), which can replace over 3000 single-use water bottles. Despite the significance of reuse innovations, there's a noticeable gap in academic literature addressing their adaptation phase, which lies between market introduction and mass-market acceptance. This phase is fraught with challenges, often causing many companies to falter. This research aims to discern how circular companies can navigate these challenges by targeting specific niches.

Utilizing the Technological Innovation Framework (TIS), tailored for reuse innovations, the study analyzes the HCK technology within the European soft drinks system. The research journey encompasses a semi-systematic literature review, framework adaptation, an explorative case study on HCK, and an assessment of niche strategies.

Key findings reveal dominant niche strategies like "Stand-alone," "Adaptor," and "Educate." These strategies address pivotal barriers related to logistics, market knowledge, and consumer education. Additionally, "Supply Chain Redesign" emerges as a novel strategy, emphasizing efficient, cost-effective, and goal-aligned supply chain structures. In conclusion, this research offers invaluable insights into the intricate world of reuse innovations, providing a roadmap for future endeavors in the realm of circular economy.