Product, Service, and Customer Management of Baskin-Robbins in Korea

Hyung Seok Lee, Eun Kyo Choi


The purpose of this study is threefold: 1) to provide an overview of Baskin-Robbins in Korea; 2) to introduce its
three key operations management strategies; and 3) to explain its successful localization in Korea. BR-Korea has
enjoyed high recognition and financial success by offering high-quality services and products to customers. The
key reason behind its success has been its efforts to better understand its customers’ needs. In other words,
BR-Korea has clearly understood that, to achieve success, it must not only offer products of the highest quality
but also meet the various expectations of its customers.

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International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

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