Normative Control in Practice, The Case of J&J

Sammanfattning: The purpose of this thesis was to exemplify how a Credo (i.e. code of conduct) is used in order to exercise normative control. This was done through the development of a theoretical model describing how normative control is practiced in reality. The thesis is a qualitative study of the normative control at Johnson & Johnson. Based on theories of previous researchers we constructed a model suggesting how normative control works in practice, and furthermore illustrated this through the empirical material (i.e. semi-structured interviews with the CEO, HR Manager and employees at the Swedish subsidiary). The thesis demonstrates a model with suggestions regarding what to consider when practicing normative control.