Abstract
In current global and competitive environments, innovation is considered as a key success factor towards growth and meeting customer demands and expectations within the product development processes. The research paper aims to explore the concept of sustainable new product development practices within demand-driven supply chain environments. It will investigate the early stages of the research study within this domain through the findings from literature focusing on demand chain and new product development and the use of sustainable practices within manufacturing. The researcher's focus is to further develop the understanding to propose a novel framework of NPD (New Product Development) to DCM (Demand Chain Management) to utilise the research findings. The study has identified the incorporation of NPD-DCM considering all the business ecosystem entities and the flow of information, finances and materials within the supply chain structure. The results of this study can be utilised by researchers and practitioners researching within similar context and environments.