Reference no: EM133087230

The third strategic option Greg Waldorf considers at the end of the case is to focus on building out Internet services targeted at couples facing "life stage transitions" other than finding a marriage partner. In 2008, eHarmony explored this option in considerable detail. The market it decided to target was married couples facing relationship difficulties, including married couples considering divorce. The business model eHarmony considered was in many ways similar to eHarmony's core matchmaking business. Couples would take a detailed survey about the relationship, and would then undergo a series of guided communication steps designed to facilitate a dialogue between couples about the difficulties their relationship faced.

From a corporate strategy perspective, explain both the case why launching a new business for this product would make sense for eHarmony, and why it would not. (Make sure to explain the logic for both sides of the argument.) Briefly state which case you think is stronger, and justify your answer.