The initiative of collaborative planning, forecasting and replenishment has generally provided rich options of strategies for build-to-order (BTO) supply chain members. In this study, we examined collaborative activities across BTO, make-to-order (MTO), and make-to-stock (MTS) supply chains. We draw upon the results from an empirical research from 126 manufacturing companies to illustrate what collaborative activities will enable companies to achieve better market performance, given their particular production circumstances. We have provided three major findings in this study: (1) identified a set of activities that are viewed as important for collaboration by business managers; (2) recognized various effects of collaboration on BTO, MTO, and MTS; and (3) illustrated the association between collaborative activities in BTO, MTO, and MTS supply chain and firm's market performance.