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Purpose: The purpose of this research is to identify major barriers to the implementation of reverse logistics (RL). Also, the study addresses best practices among reuse, remanufacture, recycling, refurbishment and repair as alternatives for RL processes. Design/methodology/approach: This study targets supply chain management experts for their opinions regarding the identification of critical barriers and alternatives for RL implementation. Their opinions were extracted through a Web questionnaire based on 14 criteria with 5 alternatives. The tools of multi-criteria decision-making are used for analysis, i.e. fuzzy VIKOR and fuzzy TOPSIS. Findings: The results indicate that lack of recognition of competitive advantage to be gained through RL practice is the most critical barrier to RL implementation. The least barrier or major facilitator for RL is “supportive initiative for end-of-life products.” The top-ranked alternative in this study is reuse followed by remanufacturing. The least important alternative is “repair” in the case of Pakistan. These alternatives are ranked based on “qvalues” derived through fuzzy VIKOR. Research limitations/implications: The results of this study can only be generalized for the manufacturing sector of Pakistan during the period of the study. Practical implications: The findings of this study will assist managers in deploying the best practices concerning RL. Originality/value: Fuzzy VIKOR and fuzzy TOPSIS have not been applied to RL alternatives in previous research.