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Smokey Tours: the other side of Manila

Fernando Martin Roxas (Department of Analytics, Information, and Operations, Asian Institute of Management, Manila, Philippines)
Andrea Santiago (Department of Strategic Management, Asian Institute of Management, Manila, Philippines)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 26 March 2018


Subject area

Managing non-profit organizations, social enterprises, strategic management for small entities and tourism.

Study level/applicability

Useful for graduate students enrolled in courses with development aspects. Undergraduate students learning about non-profit organizations can also benefit.

Case overview

This is a case of a small non-profit organization that is struggling to formalize its operating systems to generate sufficient surplus to plough funds back to the community that it envisioned to serve. The protagonist has to make a decision of whether to invest large sums in a health center for permanent visibility or to implement health services on a smaller scale given its current level of operations. Whether the protagonists’ operations are scaleable or not is also in question, as its main activity – slum tours – is not a widely accepted concept.

Expected learning outcomes

1. Students will understand the challenges of starting and growing non-profit organizations. 2. Students will recognize the need to make operations efficient and to establish control systems to manage enterprise resources. 3. Students will realize that decision-making requires the balancing of interests of multiple stakeholders. 4. Students will learn to analyze the options of financing social projects considering marketing, operations and financial data. 5. Students will gain better appreciation of the merits and demerits of slum tourism.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 11: Strategy.



Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.


Martin Roxas, F. and Santiago, A. (2018), "Smokey Tours: the other side of Manila", Emerald Emerging Markets Case Studies, Vol. 8 No. 1.



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