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Since supply chains are increasingly built on complex interdependences, concerns to adopt new managerial approaches based on collaboration have surged. Nonetheless, implementing an efficient collaborative solution is a wide process where several obstacles must be faced. This work explores the key role of experimentation as a model-driven decision support system for managers in the convoluted decision-making process required to evolve from a reductionist approach (where the overall strategy is the sum of individual strategies) to a holistic approach (where global optimization is sought through collaboration). We simulate a four-echelon supply chain within a large noise scenario, while a fractional factorial design of experiments (DoE) with eleven factors was used to explore cause-effect relationships. By providing evidence in a wide range of conditions of the superiority of the holistic approach, supply …