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This paper aims to examine the multiplicity of norms in inter‐company cooperation in the context of an SME export group. It will show that the strategic interests of the parties call for more diversity in norms than that identified in existing studies on relational exchange.

This is a qualitative longitudinal case study of a group of five firms. The theory of relational exchange served as the basis for analysis, interpretation, and context of the research findings.

This study shows that both relational and discrete norms are necessary for cooperative groups. Furthermore, the paper argues that companies in cooperation have a shared need to retain a certain degree of independence and to develop normative expectations for autonomy while cooperating. Consequently, it suggests a new category of norms: “norms of moderated autonomy”.

The findings are based on limited case material. Thus, future study is required to examine the validity of the suggestions and their applicability in the context of larger companies.

The study suggests that the parties need to be explicit with their interests that form the basis for the emergence of cooperative norms, and to acknowledge the contingent and conflicting nature of these different normative expectations.

The research focuses on the overlooked topic of the independence and maintenance of autonomy in business cooperation. By proposing a new category of norms of moderated autonomy, the study expands the seminal theory of relational contract.