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Exploring relational norms in exporter-importer product innovation co-development: A qualitative study

Author

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  • Kantaruk Pierre, Oksana
  • Descotes, Raluca Mogos
  • Pla-Barber, José

Abstract

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.

Suggested Citation

  • Kantaruk Pierre, Oksana & Descotes, Raluca Mogos & Pla-Barber, José, 2024. "Exploring relational norms in exporter-importer product innovation co-development: A qualitative study," International Business Review, Elsevier, vol. 33(1).
    • Handle: RePEc:eee:iburev:v:33:y:2024:i:1:s0969593123000975
    DOI: 10.1016/j.ibusrev.2023.102197
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