With the proliferation of social media, reputation issues have become 'the new normal' for most businesses. This is especially true today when mass media are in direct competition with the Facebook and negative social media hype is well on its to take its place among business’ crisis triggers. However, the reputation a company ends up with is merely the consequence of the decisions it makes through the years of operations. To put it simply, a crisis today is a fruit of the poor decisions and behaviors made earlier. But what drives different companies around the world to act improperly in very similar ways? Destructive values do.