This research explores and describes the demand-supply chain management (DSCM) concept from both a theoretical and practical perspective by determining what key principles that characterize the concept as well as to illustrate its application in practice. The concept is examined through a literature review combined with a qualitative single case study. The research reveals that DSCM is about coordinating demand and supply processes within a particular company and across the demand-supply chain. It can be defined as the alignment of demand and supply processes across intra and inter-organizational boundaries for the purpose of improving the ability of the particular company and the entire demand-supply chain to enhance overall customer value while utilizing resources cost-efficiently. Key principles that characterize the concept are value creation, value delivery, customer orientation, product and supply chain differentiation, lead-time reduction, information management, and responsiveness with respect to existing products as well as changing customer needs.