MGT 401 Lecture Notes - Lecture 5: Eharmony
7 May 2015
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Document Summary
Matchmaking in the long-term relationship segment has always been eharmony"s competitive advantage. Hence, waldorf should pursue the first option of defending eharmony"s current position. Defending its position precludes eharmony from the casual dating segment. Casual daters are a big market to consider but eharmony"s reputation as a serious relationship personals site will be diluted if it pursues this segment. However, eharmony may want to pursue a different segment of serious daters such as the same-sex segment. Since there are few personals sites that dedicate to this market, eharmony will have an advantage entering the same-sex dating market. It can extend its research to include this segment and still maintain its reputation as a personals site for singles looking for long-term relationships. Another challenge eharmony has to face is the development of chemistry, a branch of match that also targets the serious relationship segment. Chemistry is making progress and coming very close to eharmony"s matchmaking model.
