Supply chain collaboration play an important part in matching market place demand efficiently with supply capabilities of inter and intra organization networks. One of the way to collaborate is information sharing. The information sharing brings the benefits regarding market position and firm performance not only for the small firms, but also the large firms. This research analyze the effect of information sharing for horizontal collaboration in supply chain under demand uncertainty and competition asymmetry also effect of information leaking in vertical collaboration. The result prove the mathematical model with the numerical analysis and found that for competing retailers, information sharing results better performance and profit for them, while manufacturer suffers in that scenario. With sharing information, retailers could achieve fully coordination regarding uncertain market. Manufacturer is better off in leaking information scenario as he can increase the level of production in order to maximize his profit.

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