Firms confront three problems: (1) shirking (sub-optimal provision of effort), (2) smooth transfer of knowledge, and (3) eliciting new knowledge. The motivations possessed by firm members are four: (a) instrumental rationality (i.e., self-interest), (b) moral motivations and integrity, (c) intrinsic motivations, and (d) fairness motivations. The trick for the firm is to manage motivations in a way that solves its particular problems. The purpose of this paper is to provide the foundations for moral motivations and moral integrity, and to discuss the kinds of problems that they can and cannot solve, particularly in context of the complex motivational mix.