This research explores relational dimension of exporter-importer innovation co-developments. Based on 11 explorative interviews with French exporting small and medium-sized enterprises (SMEs) we highlight the role played by relational norms in new product development (NPD) process. We build on relational exchange theory Macneil, 1980; Dwyer et al., 1987). Our results provide evidence that cooperation and continuity expectations norms create an enabling relational environment for innovation co-development, while the norm of equity seems to be less important within NPD process. The full paper is available from the authors.