Case | HBS Case Collection | July 2008 (Revised October 2012)

Affinity Plus (A)

by Dennis Campbell and Peter Tufano


The executive team at Affinity Plus Federal Credit Union has pushed the concept of members first deeply throughout the organization, empowering employees to put member-owners' interests ahead of either the organization's interests or their own interests. As a result of this focus, the credit union must determine what to do with its profitable indirect auto lending business, which some see as inconsistent with the strategic direction set by the management team.

Keywords: Customer Relationship Management; Financial Institutions; Financing and Loans; Profit; Cooperative Ownership; Conflict of Interests; Strategy;


Campbell, Dennis, and Peter Tufano. "Affinity Plus (A)." Harvard Business School Case 209-026, July 2008. (Revised October 2012.)