How is 10 million fine deterrent to other companies trying to do the same or what is the incentives for companies to really impose internal ethic guidelines, ru

How is 10 million fine deterrent to other companies trying to do the same or what is the incentives for companies to really impose internal ethic guidelines, rule following ect. and not just in name only? How are the company holders incentivized to hold management accountable? Perhaps I'm reading too much into this, but as a major holder of the company it seems it would be in my interest to encourage my management in doing what ever they deem necessary to come on top, even if it means breaking the law, as the "spoils" in the end will justify the fine. This reminded me of the VW case where management involved in illegal activates surrounding emission test fraud, prepared funds to pay the fine in advance.