Abstract
Given the emerging industrial management strategies considering three pillars of sustainability in particular, there is a vital need to determine the differences of sustainability practices within both supply and demand distribution systems through global manufacturing environments providing with the successful global trade and logistics. This research paper aims to explore the interactions and advantages of sustainability applications within both supply and demand chain management. The research framework adopted consists of survey questionnaire method which is conducted within a global tyre manufacturing company. The research results and analysis justify the need for the application of ethical codes, supply chain transformation and the effective association of industry executives, professional bodies and the government. The research study also identifies that the vital incentive factors for the organisation towards sustainable supply demand chain (SSDC) are mostly the financial benefits of doing so and therefore, a positive mind-set shift towards greening practices is required.