The degree of dissonance between the two environments as measured by (a) differences in consumer behavior, in turn determined by a host of sociological, cultural, economic, and political factors; and (b) differences in institutions, such as the media, the legal and regulatory environment, or the existence of appropriate channels.
The nature of the product, that is, how it is or might be used, the needs it satisfies, whether these, are basic or culture-bound, its substitutes, and so on.