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

  • Lee H
  • Choi E
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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.




Lee, H. S., & Choi, E. K. (2010). Product, Service, and Customer Management of Baskin-Robbins in Korea. International Journal of Business and Management, 5(11).

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