This case is about implementing a strategic initiative at Grand Circle Corporation, one of the largest international tour operators in the US, sending over 1 million retired Americans overseas since 1985. After having launched the Grand Circle Foundation in 1992, the owners come to the realisation in 2003 that it is not achieving its original mission. The case describes the challenges that the company is facing in trying to embed corporate philanthropy as part of their business model rather than it being a sideshow. The reader is left with a number of unanswered issues concerning what the owners, Alan and Harriet Lewis should do.
