Expanding traditional research to incorporate a demand supply integration perspective Rather than be satisfied with
traditional research questions framed within a specific
domain, researchers can also include additional questions
that address effects on and by aspects of other functions and
processes that relate to DS. We explain how this might be
done by marketing and logistics as an exempla. One
using
can take marketing relevant phenomenon worthy of
any
investigation and add two broad questions to the tradition-
ally designed study: How is this marketing phenomenon
affected by logistics phenomena? And how does this
marketing affect logistics phenomena? The
phenomenon
reverse logic for logistics phenomena obviously is: How is
this logistics phenomenon affected by marketing phenom
ena? How does this logistics phenomenon affect marketing
phenomena? The integrative perspective should lead to
specific kinds of questions about the phenomenon and
specific effects. Thus, marketing researchers focused on
marketing strategy could expand their studies to include
questions that consider logistics issues, as in: How does this
strategy affect supplier relationships, inventory manage-
ment, transportation, or network design? And conversely,
how do supplier relationships, inventory management
transportation, or network design, affect this marketing
strategy? Similarly, logistics researchers interested in
inventory management might ask: How does this inventory
management model affect marketing strategy, custome
behavior, sales force management, advertising, and pricing?
How do marketing strategy, customer behavior, sales force