Collaborative Planning, Forecasting, and Replenishment $($CPFR$)$ is one example of a supply chain practice in which multiple trading partners agree to exchange knowledge and share risks to generate the most accurate forecast possible and develop effective replenishment plans.

CPFR links sales and marketing processes to supply chain planning$/$execution processes. While customers enjoy increased product availability, partners benefit from increased sales, reduced inventories and cost, and higher service levels.

While the diversity of partners and teamwork needed involves higher levels of trust, what barriers need to be overcome that prevent full optimization of CPFR from occurring?