Who are you as a company? How do you describe the place you work, the people you work with and the value you bring to the corporate landscape? Why would anyone want to do business with you for any length of time, and how do you communicate that?
A common understanding of what is ethical is necessary in all organizations, as each professional operates within the accepted boundaries. Understand the three drivers that can lead to unethical decision making on projects and how to mitigate the associated risk.