A key contribution of this research was to offer a robust model that explained market-orientation within a resource-based economy and demonstrated that a market-oriented corporate culture had a mediating effect on facilitating financial services providers' responses to satisfying customer needs and expectations. The use of a qualitative approach to identify market-orientation dimensions in this context was also considered a methodological contribution in this area of marketing research. Moreover, the present study added a novel perspective to the body of market-orientation literature and suggested directions for future research.