Why Coca-Cola takes a marathon approach in the race to innovation

The success of Coca-Cola’s innovation strategy does not rely on the brand always being first in the tech space; instead, it prefers to take a more measured approach, choosing trusted partners over unknown experts, not rushing implementation and continuously reviewing its roster of agencies.
According to its online communications director, Stanislas Magniant, a “no” from Coca-Cola may not always be a bad thing for a startup or an agency. Instead, it could be a “not now&rdq