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 Market Research Association, in 2013 the Japanes

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