When a product is made available in a foreign market but the diffusion process is slowed down by cultural differences, it is most usually due to a lack of compatibility.
According to the Diffusion Theory, there are five different types of people who go through the process of adopting innovation, and each of these people goes through five distinct steps before adopting a new idea: awareness, interest, evaluation, trial, and adoption.
When the target market is exposed to and begins to experience the change in the product, the process of product diffusion starts. It's a method that enables marketers and business executives to comprehend why some products are successful while others fail to compete.
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