Abstract
A largely sterile debate characterized the discourse on Organization Identity for the past two decades. Scholarly contributions however mushroomed during the last five years but empirical research remains limited. The current paper set out to briefly report on five empirical studies pursued from within the framework provided by Organization Identity Theory (OlT). The findings of these studies suggest that Organization Identity (Ol) performs a powerful role in organizational functioning. It is postulated that the emerging construct of Organization Identity will in future become a crucial consideration for organizational sustainability. The implications for management are briefly discussed.