The objective is to describe a conceptual framework consisting of business ethics triangles. Models are used to describe and analyse the background and recent incidents in Systembolaget and Skandia, two large corporate organisations in Sweden. One is owned by the state and the other is privately owned. On the other hand, the conceptual framework provides a frame of reference for further research in the field of business ethics focusing on the ethical values and principles in the marketplace and in the society. Suggestions that may improve the best practise and the theory development of ethical values and principles in business ethics are presented at the end of this paper.