Reverse flows, which emerge and move within supply chains, may represent a significant source of inspiration and ideas for innovations. The purpose of this paper is to contribute to the current knowledge of reverse supply chain management within the context of employee-driven innovation theory. The empirical investigation addresses two main questions: 1) What is the position of employees in contrast to the other innovation-driving entities in firms as the initial idea carrier for potential innovation stemming from dealing with reverse flows?; 2) Which management characteristics distinguish firms with their 'ordinary' employees participating in the innovation processes from the perspective of reverse supply chain management? The findings are based on an analysis of data from 232 firms and show both the positive position of employees in driving the innovation effort and some differences which require further research and management practice.