the moral principles that guide what is right and wrong in behaviour, ethics, the practice of being open and honest about company actions, transparency, the responsibility of a company or individual to accept the results of their actions, accountability, the quality of being honest and having strong moral principles,even when no one is watching, integrity, treating all people equally sn justly without favouritism or discrimination, fairness, running a business in a way that protects the environment and resources for the future, sustainability, following laws rules and regulations that apply to the business, compliance, the act of reporting illegal or unethical behaviour inside an organisation i, whistlebowling, the confidence that customers and partners have in a company because it behaves ethically and honestly, trust

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