In order to tackle the problem of supply chain managers not being ready to share data, the thesis first identifies the root causes of the reluctance of supply chain managers towards sharing data. This reluctance of the supply chain managers is caused by many reasons. Firstly, they fear the misuse of their sensitive information. Information regarding one supply chain firm can be used by other firms in a way that undermines the original firm. The competitors can use this information to win the race over the original firm. There is not enough trust between supply chain firms and hence, they fear giving their information to each other. Lastly, the data sharing techniques would require investment in terms of infrastructure of data sharing technologies. The reluctance, caused by the aforementioned reasons, is a reason for the absence of data sharing in supply chains. By overcoming this reluctance and sharing data in a supply chain, efficiencies can be increased and optimal potentials can be achieved. Therefore, this reluctance is an obstacle that needs to be overcome.