A company’s strategic market orientation begins by considering customer needs and expectations. According to Ajay Kohli and Bernard Jaworski, this process involves using market information, which encompasses both external factors such as competition and regulations that influence customer needs and preferences, as well as current and future customer needs. In 1993, Rohit Deshpande, John Farley, and Frederick Webster introduced a customer orientation measurement scale specifically designed for Japanese companies. This scale comprises nine items formulated as positive statements, rated on five-point Likert scales.