Conclusion As researchers, we celebrate the potential of cognitive theo- ry to extend insight into important dimensions of the entre- preneurial decision-making process within the corporate context. It offers us hope and direction for moving beyond Pavlovian thinking and unsubstantiated presumptions of pre- vious work hoping to enlighten and inspire managers in their quest to foster entrepreneurial behavior as they seek to cre- ate value in their respective organizations. We contend that the first step in such efforts is to recognize, and indeed embrace, the volitional element of organizational member thinking as action plans for making the organization more entrepreneurial are formulated.