This paper aims to study the effect of market structure and strategic choice on bank performance. The literature review shows that the market structure has a positive but low effect on bank performance. The strategic choice of leaders could be introduced to explain bank performance. The data have been collected from a sample of 293 commercial banks, from 11 emerging countries, with data on 7 successive years. Results highlight the role of strategic choice in the explanation of bank performance. Also, the results show no relationship between market concentration and bank performance and highlight the importance of market share in the explanation of bank performance.