ABSTRACT
Operation modes set out the structural boundaries of the export venture, and as such confer different levels of power and possibilities to govern the relationship between the partners. This in itself is an important factor in setting up a successful marketing organisation abroad. The partner is the one who will carry out the bulk of the local marketing activities, give the exporter feedback on the market situation and information that helps the exporter adapt its marketing to local requirements. Partner selection, therefore, is about how two organisations can work together in the best possible way to reach the marketing goals of the exporter. Selecting export partners is about choosing the platform for expansion in international markets. The most important clauses in the contract are those defining the partners, their rights and obligations, exclusivity, sales volume, termination and choice of law.
