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

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...