Supply chain management has emerged as cross functional, cross company concept to improve coordination of entire value chains through coordinated actions of all companies in the value chain. It has received a major push from the availability of Internet-based information and communication technologies. The conditions in certain sectors are favorable for a realization of chain wide supply chain management. In other sectors, however, conditions are more complex and companies and value chains still struggle to exploit the potentials from supply chain management, in particular when it comes to cross enterprise coordination. This paper takes a complex supply network as example and discusses improvement potentials from supply chain management and developments in their implementation as well as barriers to the realization of chain wide supply chain management.