profits but must do so because it cares for the society it is serving. He then encouraged the team to come up with Corporate Social Initiatives that would improve the lives of people in that area. Over and above that, the team should come up with effective strategies on attracting more customers. Case Questions: 1. Given the case above, would you describe Dan Fika as a responsible leader? Please elaborate. 2. Think on the pillars of responsible management, that is, Sustainability, Responsibility and Ethics. What can the hotel do to ensure that it is a responsible organisation? 3. What does high efficiency and high effectiveness achieve in an organisation with respect to its customers?Daniel Fika is a well-established South African businessman. Within a short space of ten years, he was able to establish eight hotels across eight provinces in South Africa. Based on the corporate plan of his company Dan's Hotels, the goal has always been to establish a hotel in every province in South Africa. The Limpopo province was then the next milestone for his business. The hotel market is very saturated in Limpopo, choosing a town to establish a hotel that will set itself apart from the rest was always going to be a difficult challenge. The company finally decided to settle for Mokopane. It is a town that is almost 200Km from Pretoria and 61Km from Polokwane. The town is closer to many game reserves and other well-known tourist attractions in the province. The hotel took six months to be build and it had fifty rooms. Dan's hotel hired thirty local people to work for the hotel. This boosted the employment in the area, also the hotel was using local service providers to procure goods and services. Dan's Hotels implemented an excellent marketing campaign, and they were able to attract many customers, not only in Limpopo but also from other close provinces as well. Within ten months the business was able to receive its return on investment. The shareholders and employees of the organisation were satisfied with the hotel in Mokopane. Soon after that period of the pick, the hotel started to experience a decline in sales. At first, management thought it was because of the drop due to seasonal demand. However, the situation was not improving as the sales kept on declining. Daniel Fika realised that they did not concentrate much on creating a unique selling point for this hotel in Mokopane hence as soon as the consumers were used to their brand, they went back to other hotels. Daniel Fika called his management team to discuss the options of strengthening the brand in Mokopane. The subject of Corporate Social Responsibility (CSR) came up in the meeting. The management team argued that, other than providing employment in the area, they have not implemented any Corporate Social Initiatives (CSI). CSI could therefore create a unique selling point. Dan Fika was not opposed to the idea of CSR but argued that this should not be done because the business is looking at increasing