This article addresses how top managers activate their organizational identity concepts during strategic decision making. It integrates the social cognition and strategic management literature by employing the accessibility principle in strategic management processes. Data were gathered through interviews and case scenario—based questionnaires from top managers in four Indonesian pharmaceutical companies. Analysis suggests that cognitive associations that are achieved through decision integration, desired future image, and information sharing are keys in making identity dimensions accessible, thus enabling the activation of organizational identity concepts in these top managers’ minds. Results also indicate an association between perception of control and top managers’ ability to activate concepts of organizational identity. The article discusses the theoretical and practical implications of findings.
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