Theory development related to returns management within supply chain strategy. We investigate the marketing/logistics relationship relative to the returns management process. Grounded theory qualitative methodology. We interviewed managers in five Italian firms, across marketing and logistics roles, at strategic and operational levels. Three key findings emerged: 1) strong evidence exists that strategic goals and policies are being implemented; 2) cross-functional integration within the firms is broader than was expected; 3) the more integrated firms deal better with external factors influencing the returns management process. Firms were pre-selected for participation, due to researcher’s time constraints.