Document Type

Closed Project

Publication Date

Spring 2019


Charles Weber

Course Title

Strategic Management of Technology

Course Number

ETM 526/626

Subjects (Firm) -- Management, Drone aircraft -- Technological innovations, Technology -- Management, Strategic planning


This paper uses a resourced-based view to examine Amazon’s original proposal for drone delivery services and suggest recommendations as to how the company might best move forward with their program, in the face of strict FAA regulations that show no sign in loosing. The paper determines how Amazon has gain first mover advantage and how drones may sustain this competitive advantage. The paper makes four recommendations for Amazon to (1) continue lobbying the FAA while also continuing testing in countries with more innovation-friendly regulations, (2) change its business model to one with a more altruistic outcome, (3) retrofit Whole Foods grocery stores into fulfillment centers, and (4) acquire organizations that are leading in drone innovation.


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