Demand supply chain management (DSCM), which integrates market segmentation with supply chain strategy supported by proper alignment in organizational configuration, is regarded by researchers as the next stage of evolution of supply chain management. Through an exploratory case study of the pharmaceutical industry, this study investigates the role of information systems /information technology (IS/IT) as an enabler of DSCM. The findings reveal that there is little alignment between IS and supply chain strategy even though technology is used widely in the company that is investigated. The lack of alignment has prevented the organisation from being DSCM capable. The study highlights the impacts of lack of alignment between IS and DSCM and helps practitioners understand the implications.