the information sharing paradium is the widespread belief that achieving a hight degree of cooperative behavior that supply chain participants voluntarily share opetating information and jointly plan strategies. The scope of cross-enterprise collaboration should span beyond sales data to include plans detailing promotion, new product introduction. and day-to-day operations. It's important to emphasize that information sharing to support collaboration must not be limited to historical or even accurate current sales data .of greater importance is a willingness to share to information about future strategic initiatives to faciliate joint operations. The guiding principle is that information sharing is essential among supply chain participants to collectively meet customer demand faster and more efficiently