Collaboration has been an alluring concept in the world of supply chain for years, but many have found that pilots often fail to expand beyond the honeymoon phase. Part of the problem may be trust gaps at the senior executive level that are worse than at lower managerial levels. This is not irrational, but reflects the fact that top executives see a struggle over jointly created value that is less obvious further down the organisation. - Kevin O'Marah, Chief Content Officer and Head of Research, SCM World