In order to strengthen RI in the private sector, it is imperative to understand how companies organise this process, where it takes place (throughout the entire company or on specific levels), and what considerations and motivations are central in the innovation process. In this chapter, the questions of whether and where normative considerations play a role in the innovation process, and whether dimensions of RI are present in the innovation process, are addressed. In order answer these research questions, a theoretical framework is developed based on Jones's theory of ethical decision making and Cooper's stagegate model of innovation management. In order to answer the research questions, a specific case of innovations that contribute to public health is explored, namely, that of food companies that participate in a Front-of-Pack (FoP) logo for healthier food.As the use of healthy food logos does not necessarily have a positive impact on sales and profits (Jansen LAM, De Vos S, Blok V. Motives of retailers for healthy food innovation and communication about healthy food choices. Conference paper at the MVI conference, 25-26 August 2015, The Hague, 2015), it is expected that in the decision-making process, as part of their innovation process, companies make several trade-offs between economic, technical and moral factors (Jahromi MJ,

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