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.
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.
- AR1994
