Which type of partner(s) to choose?

Brands usually have existing contracts with distributors in each market. Very often, it is the easy choice, but you need to consider if their capabilities are fit for the type of journey you are going to embark-on.

Do not adapt to your distributor if they don’t have the right capabilities. Set up a road map with them with exact, tangible steps. If it doesn’t work, part ways in a friendly way and select another RTM. If you have a clear strategy for your brand, the RTM has to be a perfect match to enable the execution of that strategy.