In the competitive environment, supply chains, not individual organisations, are responsible for success or failure of businesses. This has necessitated close coordination among supply chain (SC) partners. This research explores benefits of collaboration to different firms using case studies of Indian and British companies. Qualitative research methods helped to understand collaborative arrangements in each company. A Reference Demand Model (RDM), a specific model representing the dependency of demand projection on information from different SC members, was then developed. Then, structural equation models were developed to establish the underlying relationships among demand factors that were identified using RDM. Finally, regression models of sales were developed using the demand factors identified through RDM. The results strongly support SC collaboration in a Make-To-Stock environment with promotional sales. There is strong evidence that exchanging detailed sales information from downstream to upstream SC members improve the accuracy of demand forecasts. This book will be useful for researchers working in the fields of SC collaboration, information exchange and forecasting.