Deontology and ethic

“In what way are ethics distinct from and more fundamental than deontology and, a fortiori, compliance? Deontology and compliance are not enough, because they do not address the purpose of a company's activity and the means it uses to achieve it. Ethics are necessary, and they raise the question of what is right and what is wrong, so that the company can make a real contribution to the common good, over and above the mere pursuit of profit or power. Ethics is a real responsibility that demands the effort of courageous discernment.”