In the article, the circular economy is elaborated form the reverse flows perspective, as these flows are the essence of the circular economy. The link between these two areas is straightforward as both focus on transition from liner to circular business environment: To make reverse logistics effective, companies need more than (just) the refinement of reuse/repair/recycle activities, but a more thorough redesign of the production system including product design and the whole business model redefinition is often necessary. In particular, the analysis uncovers managerial characteristics typical for companies that include their first-tier supply chain members in their knowledge ecosystem. The paper utilises the data collected in structured interviews among representatives of companies operating of the Czech market. The interviews covered multiple topics ranging from general management issues to circularity-specific areas such as general business views and motivation, and diverse aspects of management system For this exploratory research aim, the inferential statistics were employed: besides frequencies, the Mann-Whitney tests and bivariate correlations were calculated for scales and dichotomies variables. The analysis revealed managerial attitudes and practices, which are related to the intensity of knowledge sharing with the business partners; with the first-tier supply chain members. In other words, based on the perceived level of knowledge diffusion across a company, its customers, and suppliers, we identified typical features of management systems in companies that put effort into boosting their knowledge ecosystem. First, these companies are more integrated (internally and externally). The multiple indicators suggest that companies boosting the knowledge diffusion in the supply chain also take slightly different actions in tactical and operational level as expressed by planning activities. The ambitions for circularity (as expressed by the motivation for reverse logistics) are not so much solely focussed on marketing motives such as customers loyalty, satisfaction, or image, but their aim is more shifted towards value creation (out of reverse flows) and (environmental) legislation compliance. These companies often believe that reverse flows are useful/necessary to deal with, which is not always the case in companies in general. Finally, the statistic calculations identified that knowledge sharing has no apparent link to company size, manufacturing/service affiliation, but it is more intensive in companies that are closer to end customers, i.e. in downstream supply chain members. The findings of exploratory nature provide insight into relationships and mechanisms in companies that share their circular economy related knowledge with their suppliers and direct customers. Based on perceived company performance, it provides support for the economic rationality of knowledge sharing in the area of reverse flows.