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

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.