MADISON, Wis. (8/8/11)--“Creating a New Credit Union Sustainability Business Model,” a new white paper from CUNA councils, explores how credit unions can create a viable business model in an economic environment of unprecedented challenges. Anne Legg, recent MBA graduate, vice president of marketing at Cabrillo CU, and 2008-2011 CUNA Marketing & Business Development Council chair, digs into the question--“How can credit unions create sustainability for the future?”--in her MBA thesis-turned-white paper. In the current economic environment, where operating expenses are higher than net interest margin, the credit union industry is facing many challenges: negative earnings, loss of income from recent regulation, and the possible removal of non-taxation status, says the paper. Acknowledging that credit unions are a viable financial alternative for consumers, Legg seeks a solution for credit union sustainability by examining international credit union systems and the cooperative grocery and farming industries. To achieve sustainability within the industry, Legg’s recommendations include developing a shared-value business model and suggestions for incorporating programs founded on the cooperative principles.