Digital transformations require foundations. Placing advanced technologies on top of poor organizational structures and processes is not likely to work. Digital transformation may involve long-term strategic and organizational development to create a solid foundation that can properly absorb and develop digital initiatives.

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.