Day, George SHubbard, Katrina J2023-05-222023-05-222003-03-012018-05-31https://repository.upenn.edu/handle/20.500.14332/39456Who's afraid of the Internet? Not companies, it seems, according to a new survey. But closer analysis suggests optimism may well be misplaced and expected benefits a mirage. The reality is that companies already adept at creating and nurturing close customer relationships will reap the benefits opened by the web.This is the peer reviewed version of the following article: Day, G.S. & Hubbard, K.J. (2003). Customer Relationships Go Digital. Business Strategy Review 14, no. 1: 17-26, which has been published in final form at http://dx.doi.org/10.1111/1467-8616.00240. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving (https://authorservices.wiley.com/author-resources/Journal-Authors/licensing-open-access/licensing/self-archiving.html).Advertising and Promotion ManagementBehavioral EconomicsBusinessBusiness Administration, Management, and OperationsBusiness and Corporate CommunicationsBusiness IntelligenceCommunication Technology and New MediaE-CommerceMarketingOrganizational Behavior and TheorySales and MerchandisingStrategic Management PolicyTechnology and InnovationReport