The premise on which this paper is based is determined by the damaged reputation capital of most Romanian companies. The causes which generate poor organisational behaviours are identified and analysed. The media coverage of the Romanian organisations’ behaviour is also highlighted. The methodology used for developing the research was based on interdisciplinary triangulation, respectively approaches from the perspective of behavioural economics, of managementmarketing and of organisational sociology. The research techniques used are trend analysis and secondary data investigation materialised in studies and reports of international bodies.