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This article examines the strategy of the NAMA-11 coalition in the negotiations on the multilateral liberalization of industrial goods. Using the theory of international regimes and the hypothesis of structural realism, it explores whether emerging countries either contest or endorse the WTO regime. It presents the argument for a change in the regime and not of the regime. The legacy of non-hegemonic powers is accompanied by a contradictory movement of endorsement of the principles and regulations of the regime and of the contesting of modalities and measures of governance.