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The disruptive potential of drones

Author

Listed:
  • Stefanie Beninger

    (IE University)

  • Karen Robson

    (University of Windsor)

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.

Suggested Citation

  • Stefanie Beninger & Karen Robson, 2020. "The disruptive potential of drones," Marketing Letters, Springer, vol. 31(4), pages 315-319, December.
    • Handle: RePEc:kap:mktlet:v:31:y:2020:i:4:d:10.1007_s11002-020-09542-8
    DOI: 10.1007/s11002-020-09542-8
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    References listed on IDEAS

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    1. Kelly D. Martin & Patrick E. Murphy, 2017. "The role of data privacy in marketing," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 135-155, March.
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    Cited by:

    1. Ayamga, Matthew & Akaba, Selorm & Nyaaba, Albert Apotele, 2021. "Multifaceted applicability of drones: A review," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    2. Aliloo, Jamileh & Abbasi, Enayat & Karamidehkordi, Esmail & Ghanbari Parmehr, Ebadat & Canavari, Maurizio, 2024. "Dos and Don'ts of using drone technology in the crop fields," Technology in Society, Elsevier, vol. 76(C).

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