
415Why Integration Is Difcult
Collaboration encompasses business planning, sales forecasting, and all operations
required to replenish raw materials and nished goods (Blackstone 2010).
Ron Ireland and Colleen Crum have written an excellent book entitled Supply Chain
Collaboration: How to Implement CPFR and Other Best Collaborative Practices. They describe
in detail what is required for collaboration among supply chain participants and how
Wal-Mart and Warner-Lambert demonstrated the value of collaboration in their pilot
project with Listerine (Ireland and Crum 2005). There is a growing consensus that the
best practice is to reject the historic ...