Society for Case Research Spring Conference MBAA

Experience level: 
Intended Audience: 
Chandrasekhar (Chandu) Valluri

Case Embryo - A Credit Union That Cares: The Application of the Integrative Justice Model (IJM) to the Customer Churn Problem

It was January 1, 2022, and the CEO of A Credit Union That Cares, Emma Garcia along with her marketing team were confronted with an ethical dilemma. As a direct subprime lender, with over 80,000 members, the credit union was founded on the mission of evaluating customer credit worthiness on multiple criteria in order to grant loans to those who otherwise would be denied borrowing access. Instead of merely assessing an applicant’s credit, capital and collateral worth (i.e. 3Cs of financial lending) this credit union was deeply dedicated to evaluating and prioritizing customer character worthiness as part of its used auto loan lending practice and overarching institutional philosophy.