My research area sits at the intersection of different bodies of literature, namely organisational culture, moral philosophy, the theory of professions and professional ethos. By this is meant the different frames of orientation – either explicit or implicit – that professionals use when making decisions in their practice. Professional ethics is often analysed from the perspective of normative stipulations (or what people should do) and how closely they stick to those stipulations and whether they do ‘the right thing’. But ethical behaviour in the workplace can also be studied empirically by focusing on more situated realities as to understand ‘what really exists’, ‘real behaviour’ in situations of moral choice, and why people do what they do. In other words, this empirical perspective looks at the structure of ethical reasoning and puts decisions in context because, in an organisational setting, most moral decisions are circumstantial. Therefore, this topic is an invitation to reflect on day-to-day choices of professionals working in health organisations and/or choices of health professionals who work as entrepreneurs or intervene at different points of the supply chain. Difficult decisions are made all the time, and some of the most important choices involve an ethical dimension. This is important because by understanding what factors gravitate towards one’s choices, we can help redesign work environments and support ethical management. Research of this type typically uses interviews with relevant actors, document analysis, policy analysis and the like, which help values, preferences and sense-making processes come to the fore.