Reinvention is a key process in innovation diffusion, but often underexplored compared to other innovation concepts. Several theoretical issues emerge, such as the perception of a reinvention black box, or the ambiguity of reinvention processes. This theoretical paper looks into those issues, specifically focusing on the nature of the reinvented innovation, and the processes involved. Innovation is conceptualized to include three elements: ideas, objects, and practices. Furthermore, three prominent reinvention processes are suggested: translation, modification, and adaptation. A conceptual model of reinvention is proposed to outline the relationships between innovation ideas, objects and practices under reinvention processes over time. The paper contributes to prior studies on post-adoption behaviors, as well as general innovation adoption studies and their quest for breakthroughs and new paradigms.