The Success Case of Dorsiain the Online Dating Market: With a Focus on the Interpretation of Services from the Perspective of Business Management and Psychology

Jinsoo Park, Kyuhan Lee, Jihae Suh, Hamirahanim Abdul Rahman

Abstract


This case is an analysis of how a late comer to the market of online dating in Korea, Dorsia, successfully develops its services called Amanda. Since 2010, the online dating market in Korea has been fast growing. Despite its short history, many corporations have attempted to make success in the market. But most of them were unable to gain foothold in a market where the first comer had a huge advantage. Amanda, however, has provided differentiated services to great success in a short period. This paper conducted a semi-structured interview with major executives of Dorsia to acquire data which were then used to interpret based on the theories of business management and psychology. This study presents a strategic insight into how competitiveness can be gained in internet-based businesses in the online dating market, as well as those in markets that have similar traits. Moreover, by identifying issues that need to be addressed in order for Amanda to continue its growth, the study seeks to simultaneously review the issues that need resolution related to online commerce, as well as the great potential of online commerce.


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