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Competition in the financial services business is running high. A good competitive strategy is needed as an important tool to gain advantages in competition. This study aims at exploring the competitive strategy of the Kor Koe Credit Union Cooperative Limited, a financial services organization in Surin Province. The study was made by collecting data through intensive interviews of the organization’s board of directors. Then, all data was analyzed for an internal context of the organization using PRIMO-F. An analysis model was created and the business environment analyzed for a strategic plan using the TOWS Matrix technique. The indicator of success was made with the Balanced Scorecard. The study concluded that the financial services business strategies could be classified into (1) a strategy for innovation and technology development to provide smart financial services, (2) a strategy for organizational culture development to support changes in the 21st century, (3) a strategy for promoting the Kor Koe Credit Union Cooperative Limited as a learning organization, and (4) a strategy for developing the organization’s creativity and innovation for improving the quality of products and services by using 10 indicators of success after the strategy implication.
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