To deal with complex supply networks a new approach based on emergent synthesis is proposed. The approach is demonstrated and studied under simulation. The simulation model consists of customer, dealer, producer, supplier, and product elements. The emergence of products and supply networks by the customers' preference can be observed as a global behavior resulting from the local interactions between these elements. The possibility to experiment with various management strategies by interactive functions of the simulator is also discussed. The user can carry out several scenarios and observe whether the product succeeds on the market and how the supply networks change.