The attention around the world on issues related to sustainability and social and environmental responsibility is increasing every year. Disposal of IT equipment in the world overtakes 50 million tons every year and besides being incorrect, it failed to follow up accelerated consumption, causing serious risks to the environment and human health, due to the hazardous substances released. This unsustainable situation has raised environmental awareness from all and encouraged a new position from the companies, pressured to meet the growing ecological awareness of consumers, new legislation aimed at environmental causes, new patterns of competitiveness gains in services or corporate image and competitive advantage. In this context, many companies that previously did not devote much time or energy to the management and understanding of reverse logistics, have begun to pay attention and be worried about the return of post-consumption or post￾sale products to the production cycle. This research consisted on a case study about a specific department of IBM known as Global Asset Recovery Services, that supports all the reverse logistics needs of post-consumption electronic products in a tentative to analyze the company s initiatives in this direction and to identify the reasons, difficulties and achievements. To help explain this issue, this project was based on a documental and fieldwork research. The results showed that the preservation of the environment and concern with the legal requirements are among the most important reasons for investments in this activity, and among the main difficulties in the management of logistics flows are legal issues, the lack of government encouragement and collaborative relationships with suppliers. However, IBM still manages to turn obstacles into challenges and is able to profit in a responsible way, seeking the collective well-being