Despite the substantial importance of the marketing concept and its implementation in the modern business arena extensive research has not been undertaken in developing countries. Market orientation models have only been developed and tested for developed countries. This need for a market...

This paper aims at identifying the determinants and outcomes of market orientation in the context of a developing country - Bangladesh. To this end, the validity of the well established Market Orientation (MARKOR) scale was tested using samples drawn from the private banking sector in...