The information sharing paradigm is the widespread belief that achieving a high degree of cooperative behavior requires that supply chain participants voluntarily share operating 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 information about future strategic initiatives to facilitate joint operations. The guiding principle is that information sharing is essential among supply chain participants to collectively do the things customers demand faster and more efficiently.