Market Orientation in a Developing Nation – Antecedents, Consequences and the Moderating Effect Of Environment Al Factors`. Marketing Bulletin

This paper examines the adoption of market orientation in the Bangladesh private banking industry. It identifies the antecedents that are significantly related to its adoption and the consequences that subsequently arise. The influence of environmental factors, on resulting outcomes, is also explored. The environmental factors included are market turbulence and competitive intensity. The data for the study were collected from 364 private bank branch managers. The findings of the study provide evidence that top management emphasis, market based rewards system, interdepartmental connectedness contribute and, formal marketing education discourages, the formation of market orientation in Bangladesh. The findings also provide evidence that performance outcomes can be enhanced by the adoption of market orientation even if the nation is often branded as a seller's paradise