Customer-company relationships are increasingly conducted via internet-based technologies. In this video, LENA STEINHOFF explains her work towards developing a theoretically grounded and managerially relevant framework for managing customer relationships online. * Focusing on current business practices and extant research, Steinhoff identifies five aspects that distinguish the online customer-firm relationship from its offline counterpart. Suggesting that companies will only reap the full benefits of online relationship marketing if they pay attention to its inherent risks, Steinhoff calls for further research into the opportunities and challenges presented by emergent technologies like artificial intelligence and augmented reality. This LT Publication is divided into the following chapters: 0:00 Question 1:16 Method 3:27 Findings 5:36 Relevance 7:08 Outlook