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Over the last century, our economy—whether based on agriculture or industry—has been predicated on supply. That is, consumers could choose from only the quantities that manufacturers or growers had produced. As we transition to an information economy, we are experiencing a shift that puts the emphasis on demand. This shift is changing every dynamic in the marketplace.

Collaborative commerce—the practical face of e‐business today—yields huge payoffs for those who do it well. The trouble is, most don't. Five steps will help close the gap.