Adopting an entrepreneur: How Coca-Cola's investment in a start-up solved real problems

This paper explains how Coca-Cola Japan, the soft drinks company, invested in a tiny three-person start up from the UK, ZappiStore, to solve creative problems.

Introduction: Common problems, an uncommon solution

More impact with smaller budgets, fewer people and less time. This is a common story across client-side research teams, particularly for those testing TV advertising creative. According to the Japanese Market Research Association, in 2013 the Japanese market research industry grew by only 0.8%, down from a huge increase of 8.4% in the previous year, since then the industry has grown in Japan, but has yet to reach the levels of growth seen back in 2012. This arrest in growth in the local industry was accompanied by a severe tightening of budgets across the...

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