The consumer electronics (CE) industry has high turnovers and a growing demand, such as on the home entertainment segment. At the same time, it generates e-waste of the order of a dozen million tons, about one quarter of the world's total. With the purpose of improving the environmental performance of businesses, the Waste Electrical and Electronic Equipment (WEEE) Directive was put in place in Europe. Given the high competitive environment of this industry, WEEE could be a clue for competitive edge. To create an environmental and economic win-win situation, however, companies have to master reverse logistics (RL). This is particularly challenging in fast clockspeed environments, as it is the case for the CE industry. In this paper, we develop a theoretically and empirically grounded diagnostic tool for assessing a CE company's RL practices and identifying potential for RL improvement, from a business perspective. To theoretically ground the tool, we combine specific CE literature with general theory on reverse logistics management and performance improvement. To empirically ground the tool, we collect field data by combining quantitative (a multiactor survey) with qualitative (interviews and company visits) methods. We demonstrate how our tool can be used to create awareness at senior management about the reverse logistics maturity state.