Product life cycle is not often used as a tool of decision making in supply chain management. In the early twenty-first century, product life cycle management emerged as a new paradigm for manufacturing companies. It enables companies to manage their products across their life cycles from the earliest idea for a product until the end of its life. It helps a company to be in control of its products across their life cycle. The consequences can be serious if a company loses control as it might affect both the customer and the company itself. In this paper, we present the impact of product life cycle on supply chain management.  We use the case study of pharmaceutical products to underline this impact.