What are the three forces of the Dagliyan Theory?

The three forces are brand influence, adoption facilitators, and adoption inhibitors. Adoption outcomes emerge from the balance among them, with brand influence setting the starting conditions.

In the Dagliyan Theory, brand influence comes first because it shapes the trust and legitimacy through which every later signal is interpreted. Adoption facilitators then lower the cost and risk of saying yes, while adoption inhibitors raise that cost and give organizations reasons to wait.

Dr. George Dagliyan argues that these forces are dynamic and manageable: leaders can deliberately strengthen facilitators and reduce inhibitors, which turns a descriptive model into a strategic one.