This document discusses supply chain coordination and the challenges involved. It notes that the supply chain consists of different stages with different owners, and the main challenge is achieving coordination despite multiple ownership. It discusses the bullwhip effect where order fluctuations increase as you move upstream. Lack of coordination negatively impacts costs and performance. Obstacles to coordination include incentive issues, information processing, operations, pricing, and behaviors. Managerial levers to improve coordination include aligning goals, improving information, operations, pricing strategies, and building partnerships.