Karim Ben Slimane

Strategic marketing research in emerging countries has expanded considerably over the past two decades. However, existing research streams have largely evolved in parallel, limiting cumulative theory development. Building on paradox theory, this editorial proposes a tension-based framework that reconceptualizes emerging countries as strategic environments shaped by enduring structural tensions rather than contextual characteristics.

This article adopts an institutional view to rethink consumer resistance. Two types of consumers who resist market domination are identified: "rebels" and "entryists." Rebels are able to consume but do not want to and oppose all or part of the market, whereas entryists want to consume but are kept out of the market.