Adopting an entrepreneur: How Coca-Cola's investment in a start-up solved real problems
Hisae Endo, Makoto Moriguchi and Roxan Toll
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...