Reducing the Awareness-Motivation-Capability Barriers for Cooperation: Case Study of Taiwan Glass Group

Abstract

The Awareness-Motivation-Capability (A-M-C) perspective has been proven fruitful in the literature of competitive dynamics among firms. This paper is aimed to apply the A-M-C perspective in a cooperative dynamics. By analyzing the cooperation process of the illustrative case- Taiwan Glass Group (TGG), this research shows that in cooperative dynamics, a firm can expect quicker responses from its cooperative actors by reducing the A-M-C barriers of response within a cooperative group. On the other hand, the earlier research shows that, in the competitive dynamics, a firm tries to retard responses from its competitors by increasing its A-M-C barriers of the response.

Keywords: Cooperation, Awareness-Motivation-Capability, competitive dynamics