The purpose of this thesis is to examine the eHarmony Harvard Case Study and to make recommendations for how the company should advance its strategic business plans.

This thesis first examines the company and its history. The examination begins with the strategic position that eHarmony was involved in during the time of this case. The age of the Internet brought about an entirely new option for dating. The thesis then progresses into an analysis of the company and the industry within which it lies. eHarmony competes against hundreds of online dating websites, they have had to find a way to manage and maintain a competitive edge. Based off the industry and the strategic positioning, the thesis goes on to describe possible solutions for growth and movement at the turn of a new technology era.

Finally, the thesis describes the current environment of online dating and provides evidence for how eHarmony should advance with technology. eHarmony has to find a way to compete in the age of smartphone applications. Consumers have access to information at the touch of a finger. If eHarmony can use the advancements in technology to their advantage the company can continue to grow and expand. This thesis hopes to offer insight into the case analysis and therefore, contribute to improving the understanding of strategic management principles.