Abstract

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.

This work is licensed under a Creative Commons Attribution 4.0 License.