Let $X$ be a $(G \times H)$-space. What is known about the connection between the groups $K_G(X)$, $K_H(X)$ and $K_{G \times H}(X)$? The $G$ and $H$ action on $X$ come from the canonical inclusions $G \to G \times H$ and $H \to G \times H$.

There is the Künneth theorem relating $K_G(X)$, $K_H(Y)$ and $K_{G \times H}(X \times Y)$, where $X$ is a $G$-space and $Y$ is a $H$-space. This only reduces to the above case when either $G$ or $H$ acts trivially (and the corresponding $X$ or $Y$ is a point).

I can't find anything in the literature, for K-theory or equivariant cohomology. Is there a specific reason why it is so hard to get information about $K_{G \times H}(X)$ from $K_G(X)$ and $K_H(X)$?