Abstract
The purpose of this study is threefold: 1) to provide an overview of Baskin-Robbins in Korea; 2) to introduce itsthree key operations management strategies; and 3) to explain its successful localization in Korea. BR-Korea hasenjoyed high recognition and financial success by offering high-quality services and products to customers. Thekey 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 qualitybut also meet the various expectations of its customers.
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