As a social psychology meta-theory, social identity theory (SIT) continues to evolve and expand in terms of areas of applicability and issues. Revisiting SIT can help IB scholars go beyond applying it to just in-group/out-group behaviour. SIT can also be used to explain collective action, emotion and social change in the face of uncertainty. Managers can use it to address increasing relevance of identity politics, uncertainty and divisiveness. The article overviews the current use of SIT by IB scholars, identifies potential areas of application and provides theoretical and managerial recommendations for the use of SIT.