Among the drivers of competitive actions and responses, motivation refers to the perceived gains that will result from a firm which initiates an attack. If a firm perceives that its position will improve, it is more likely to attack.

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Motivation is indeed one of the drivers of competitive actions and responses. If a firm perceives that the perceived gains will outweigh the costs, it is more likely to attack. Thus, if a firm feels that initiating an attack will improve its position, it will be motivated to do so.

Among the Drivers of Competitive Actions and Responses, Motivation Refers