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Making strategic choices for growth

2021 research report
April 4, 2022
Two men sitting at a table looking at each other with a laptop and various papers in front of them

Competition from major national banks and other competitors, such as challenger banks, captive auto finance companies and lending startups, is beginning to adversely affect credit unions’ share of primary financial institution (PFI) relationships and market share for certain loan types including auto loans and personal loans.

To better understand credit unions’ efforts to remain relevant and continue growing in the face of this competitive threat, we commissioned a research project to explore the strategic choices of credit unions. This research was heavily based on the book, Playing to Win: How Strategy Really Works, which describes an integrated cascade of choices that companies can use to develop their strategy. Per the author, the responses to these five questions collectively comprise the strategy of a firm:

  1. What is our winning aspiration?
  2. Where will we play?
  3. How will we win?
  4. What capabilities must be in place?
  5. What management systems are required?
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Discovery2021 session: Making strategic choices for growth