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The disruptive potential of drones.

Stefanie Beninger1, Karen Robson2

  • 1IE Business School, IE University, Calle de María de Molina, 11, 28006 Madrid, Spain.

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Drones are rapidly transforming marketing, yet research lags behind. This study explores the significant implications of drone technology for marketing theory and practice, covering business models, consumers, and public policy.

Keywords:
DronesMarketingUnmanned aerial vehicles

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Area of Science:

  • Marketing
  • Technology Adoption
  • Business Strategy

Background:

  • Drones (unmanned aerial vehicles) exhibit rapid adoption and versatility in various sectors.
  • Despite widespread use, drones are significantly underrepresented in current marketing research.
  • This gap highlights a missed opportunity to understand drone impacts on marketing.

Purpose of the Study:

  • To address the oversight of drones in marketing research.
  • To outline the theoretical and practical implications of drone technology for marketing.
  • To propose a future research agenda on drones in marketing.

Main Methods:

  • Literature review and conceptual analysis.
  • Identification of key areas impacted by drones: business models, consumers, and society.
  • Synthesis of existing knowledge and identification of research gaps.

Main Results:

  • Drones present unique characteristics with major consequences for marketing theory and practice.
  • Implications span business model innovation, consumer behavior, and societal/public policy considerations.
  • The study identifies a need for extensive future research.

Conclusions:

  • Drones represent a significant emerging phenomenon in marketing.
  • Further research is crucial to develop theory and guide practice regarding drone applications.
  • Understanding drone impacts is vital for businesses and policymakers alike.