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HIGHLANDS RANCH, Colo. — For many in the industry, it is a hard pill to swallow. If credit unions do such a great job with service and advocacy, why do they continue to languish in a small space within the financial service marketplace?

It is an enigma that required exploration, said Tom Davis, president/CEO of Davis and Co., a management consulting firm specializing in member focus group research, strategic planning, change management and board governance. Over the past 10 years, Davis said he has been intrigued with why credit unions have only 5% to 6% of market share. Based on his research, he discovered that there are two driving forces behind the lag.

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