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Keywords: AMC framework
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Journal Articles
Strategic responses: integrating awareness–motivation–capability with prospect theory
Available to Purchase
Journal:
Management Decision
Management Decision 1–27.
Published: 05 May 2026
...–motivation–capability (AMC) framework with prospect theory’s gain/loss framing, we reconceptualize capability as a relative construct that shapes competitive decision-making. Design/methodology/approach Survey data from 300 Korean SME executives collected in March 2023 were analyzed using PLS-SEM...
