This research investigates the role of relational norms in facilitating importers' engagement in product innovation co-development with exporters. Through a qualitative approach, we conducted interviews with top managers of small and medium-sized enterprises (SMEs) involved in exporting activities in France. Guided by the theoretical framework of Relational Exchange Theory (Macneil, 1980; Dwyer et al., 1987), our study uncovers the significant potential for successful product innovation co-development when importers actively contribute as knowledge sources and co-developers. Additionally, we highlight the importance of cooperation, continuity expectations, and equity norms as external factors that shape the co-development process of new products between exporters and importers. By comprehending and embracing these relational norms, exporters can strengthen their collaborative endeavors with importers and effectively drive the co-development of innovative products