E-Loan and Lending Tree are two entrepreneurial firms that offer lending services over the Internet. Evaluate the features of these two companies and, for each company: Evaluate their characteristics and assess the extent to which they are comparable in terms of market commonality and resource similarity. Based on your analysis, what strategic and/or tactical actions might these companies take to improve their competitive position? Could E-Loan and Lending Tree improve their performance more through co-opetition rather than competition? Explain your rationale.