A
supply chain typically consists of independent firms that carry out related
business processes to fulfil customers’ needs. The cooperative ability of
the chain members determines their mutual success in sustaining
profitability. However, supply chain discontent often occurs due to
conflicting individual interests incompatible with the objective of
optimising overall profitability. The behaviour of supply chain discontent
leads to an increase in unnecessary costs and a decrease in revenue. This
study was conducted to identify sources of supply chain discontent and to
propose the framework of supply chain collaboration as a means to mitigate
supply chain discontent. The framework encompasses mutual objectives,
integrated policies, appropriate performance measures, decision
synchronisation, information sharing, and incentive alignment.
Recommendations for further research are also provided in this paper.