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The disruptive potential of drones

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 partic...

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Detalles Bibliográficos
Autores principales: Beninger, Stefanie, Robson, Karen
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer US 2020
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7530183/
https://www.ncbi.nlm.nih.gov/pubmed/33024351
http://dx.doi.org/10.1007/s11002-020-09542-8
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author Beninger, Stefanie
Robson, Karen
author_facet Beninger, Stefanie
Robson, Karen
author_sort Beninger, Stefanie
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description 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.
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spelling pubmed-75301832020-10-02 The disruptive potential of drones Beninger, Stefanie Robson, Karen Mark Lett Article 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. Springer US 2020-10-02 2020 /pmc/articles/PMC7530183/ /pubmed/33024351 http://dx.doi.org/10.1007/s11002-020-09542-8 Text en © Springer Science+Business Media, LLC, part of Springer Nature 2020 This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic.
spellingShingle Article
Beninger, Stefanie
Robson, Karen
The disruptive potential of drones
title The disruptive potential of drones
title_full The disruptive potential of drones
title_fullStr The disruptive potential of drones
title_full_unstemmed The disruptive potential of drones
title_short The disruptive potential of drones
title_sort disruptive potential of drones
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7530183/
https://www.ncbi.nlm.nih.gov/pubmed/33024351
http://dx.doi.org/10.1007/s11002-020-09542-8
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