What kind of invention did Coca-Cola's Project Last Mile represent in emerging markets?

Social and procedural adaptation of available local assets

Recognizing that the invention of effective cold delivery is often contingent upon geography and existing local infrastructure, Coca-Cola's Project Last Mile demonstrated an alternative model for emerging markets where traditional logistics infrastructure is lacking. Instead of imposing centralized, complex hardware solutions, this project focused on procedural and social innovation. The approach involved establishing partnerships with local entrepreneurs who possessed intrinsic knowledge of local road networks, consumer habits, and resource availability. The operational design, therefore, involved adapting existing local assets—which might include two-wheeled vehicles or establishing micro-hubs—to reliably manage the final delivery of temperature-sensitive items. This highlights that successful cold chain execution relies heavily on developing operational designs that fit the specific friction points of the local delivery environment, rather than solely on superior hardware.