The paper establishes the necessity for collaboration for effective supply chain management in the age of Internet. In a networked society where everything is connected, collaboration is the word visited and revisited every now and then. How can we collaborate to optimize resources efficiently? This paper briefly explores some enablers, obstacles for supply chains and proposes some basic components of a strategy for enabling and overcoming these obstacles. A brief discussion of the benefits that go beyond the bottom line, including customer demands and personalisation are noted. Focus of this paper is on the collaboration within the context of supply chain management.