We integrate the behavioral theory of the firm and competitive anxiety theory to propose a model of competition shadow that explains how managers to attend to competition shadow of emerging competitors in technology firms. By acknowledging that diverse trait anxiety is elicited by different structural positions within the firm, we suggest that these differences in competitive anxiety influence the allocation of the resource to competitive behavior warning of an unknown and emerging threat. We conclude by discussing which personality might better reflect threats of emerging rivals in high-tech firms which suggesting significant contribution for choosing the managers and performance prediction.