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Global Citizenship Case: American Express Philanthropy Travel & Tourism Academy in Hungary

By Michael Brimm
Published 01 Jan 1994
Reference 4307
Topic Leadership & Organisations
Industry Financial Services
Region Europe
Length 26 page(s)
Inspection copy
Teaching note
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Summary

The case describes the design and implementation of a Travel and Tourism Academy by the American Express Foundation in Hungary as part of this philanthropic group's world-wide activity. This activity coincides with the opening of an American Express subsidiary in Hungary and provides an opportunity to explore the role of global citizenship (social responsibility) in global business practice.

Teaching objectives

To pose issues of global citizenship, the social responsibility of large global corporations in the communities in which they serve using the example of American Express in Hungary. To illustrate how a socially responsible strategy can be employed to enter a new market successfully.

Keywords
  • AR1994
About the author
Brimm

Michael Brimm

Emeritus Professor of Organisational Behaviour

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