The disruptive potential of drones

Stefanie Beninger () and Karen Robson ()
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Stefanie Beninger: IE University
Karen Robson: University of Windsor

Marketing Letters, 2020, vol. 31, issue 4, No 2, 315-319

Abstract: Abstract Drones are increasingly being used in marketing. Yet, despite rapidly growing adoption and incredible versatility, drones hardly feature in marketing research. This oversight is striking as their unique characteristics and the plethora of applications have major consequences for marketing. In particular, we outline how drones have implications for theory and practice in relation to business models, consumers, and society and public policy. We highlight these far-reaching consequences and provide a rich future research trajectory aimed to further theory development on the emerging phenomenon of drones.

Keywords: Drones; Unmanned aerial vehicles; Marketing (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11002-020-09542-8

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