Purpose – This study aims to focus on a reinforcement supplier’s efforts to diffuse solutions, more or less innovative, in the construction sector to gain understanding of what facilitates and complicates innovation diffusion from a supplier perspective.

Design/Methodology/Approach – The interpretative research presented builds on 28 semi-structured interviews with the supplier and its customers and document studies. The research emphasizes dynamics in the diffusion process and rests on the assumption that the innovation content, innovation context and the innovation process interacts in the diffusion process.

Findings – The findings and the contribution from the study provide significant details concerning how the dimensions interact and how the diffusion process may unfold over time, but also that different solutions interact to push diffusion forward.

Research Limitations/Implications – The study relates to one supplier’s work and the interplay implies uniqueness in different cases. Studies in other contexts could, therefore, also be suitable to develop findings and their transferability.

Practical Implications – The study provides understanding for suppliers diffusing innovations in construction on how to act.

Originality/Value – A major contribution from the study is that it puts emphasis on how the diffusion process proceeds in interaction with its content and context and problematizes this dimension. Furthermore, the importance of nuancing sub-contexts to display decisive factors in the diffusion process is emphasized. © John Lindgren and Kristian Widén.