This paper investigates how to control an integrated supply chain based on demand-driven principles and sharing of real time information. A set of principles to support a unified supply chain control model is proposed based on theory and previous and ongoing research and illustrated in a case example from the pharmaceutical industry. Essential elements include application of pull-based control principles, automated decision support, advanced visualisation, and automated replenishment concepts. Expected effects include improvement of supply chain speed and reliability, and reduced resource consumption. However, implementation challenges associated with financial, political and trust issues in supply chain relationships remain.