For a company's strategy to qualify as "ethical," it cannot entail actions or behaviors that are deceitful, unfair or harmful to others, disreputable, or unreasonably damaging to the environment. charging prices that result in annual earnings per share above $10.00 or an annual return on capital investment greater than 50%--such levels of profitability are obscenely high and immoral. strategic actions or behavior that result in customer satisfaction levels below 50%--such a low level of customer satisfaction prevents a company from fulfilling the requirements of its customer value proposition. any strategic actions or beha ors that meet the disapproval of governmental regulators wh are charged with enforcing the Rules of Fair Competition established by the United Nations. actions and competitive maneuvers in the marketplace that harm the financial performance of rival firms.