KASA Turkey: Solving a Strategy and Sales Issue While Keeping Core Values: An Intrepid Travel CASE STUDY

Intrepid Travel, a tour operator, faced deliberation of how to deal with decreasing numbers and revenue to Turkey; one of the company’s largest destinations. In the past, a successful public relations campaign brought people back to Nepal after the 2015 earthquake and this case debates whether a similar strategy would also work in Turkey. This case outlines the issues surrounding the two destinations as well as the implications that the company faces in a world of increasing risk to business. This case explores the value of sustainability as well as Stakeholder Theory and Rokeach’s Value theory. Teaching objectives include weighing the values of environmental versus political issues in business as well as addressing cultural bias and personal values in decision making.