Work environment problems associated with reinforcement work at constructions sites are often great and difficult. This applies especially to the ergonomic situation. The situation is particularly difficult in connection with reinforcement in horizontal structural elements such as slabs and foundation slabs on the ground, where several of the most difficult load factors occur. Since about 15 years there is an innovation (rollout bar carpets) available on the Swedish market. This innovation can many times be used at these structural elements and gives both time savings and working environmental benefits. Despite this the innovation has been and is adopted rather seldom. The reasons for this have been studied through semi structured interviews with with design-engineers, site-managers, workers and persons working at a reinforcement manufacturing company. The main results from the study are as follows: i) Rollout bar carpets have a potential of improving both work environment and time consumption on site. However, this may not be enough in itself to achieve a general adoption of the technology. ii) The implementation and adoption of innovations in construction may be more complex than the novelty of the innovation may suggest. This is due to the contextual delimitations of a project-based industry and the different roles in the construction process.