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resale program

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well noted,

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No.

The Software is not licensed for commercial service providers or SaaS providers. You cannot rent, lease, resell, distribute, transfer or sublicense the Software.

See https://www.odoo.com/documentation/18.0/legal/terms/enterprise.html and 

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This is partially new to me, but I have been more in touch with Comunity edition than Entreprise.
I agree that resell, rent or lease is not possible ( and makes no sense ot be honest ), as the software can't be transfered between companies, and isn't designed to track accounting like that.

On the other hand, a company can nominate anyone (even a managing company) to buy and set up the service.

Hiring a "company or individual" to manage the platform does not imediately fall under the legal terms.
It's not Sublicense, or a transfer. The final client company pays service value directly to Odoo, and can hire anyone for support (Sucess packages or Partners).
It's also not a distribution as they can simply create an instance in "Odoo.com".

Every new instance for a new company requires a new instance with database, unless you have multi company, which is not a great solution for most cases.