Activating the adoption of innovation: lessons from a passive house network

Purpose The paper aims to explore innovation adoption theory and to define a model to investigate operational activities and communication in innovation networks that can stimulate both supply and demand. It also aims to exemplify this model with the activities of an innovation network dedicated to promoting passive houses. Design/methodology/approach Autoethnography and literature research were used to develop a model in order to conduct a structured analysis of operational activities and facilitate innovation-decision processes using networks. Data on the activities used to steer client decisions and businesses’ innovation were gathered from network archives and from the results of social research methods applied within a passive house network. Findings The findings reveal that operational activities of multi-player networks should focus on reinforcing conditions and communicative activities that support innovation-decision processes from one step to the next. In order to activate supply and demand, communication strategies can be modelled to increase the adoption of innovation and continued knowledge generation in networks. Research limitations/implications Because only one network was evaluated and only the housing sector was exemplified, it may not be possible to generalise the research results. Researchers are therefore encouraged to test the proposed model further. Practical implications The paper includes the implications of developing activities in innovation networks, in order to guide both businesses and customers through the steps of the adoption-decision process. Originality/value This paper connects the innovation adoption to activities of a network in in the field of construction.