<![CDATA[Purpose: Intense competition among private universities in Surabaya, including Dr. Soetomo University, necessitates differentiation strategies to achieve competitive advantage in the era of disruption. This study aims to explore the implementation of differentiation strategies as a key to achieving competitive advantage in private universities in Surabaya. Design/methodology/approach: This research employs a qualitative method with in-depth interviews with the Vice Rector IV and the Dean of the Faculty of Economics and Business. Findings: The results identify four main dimensions of differentiation strategy: academic quality differentiation, campus facilities, extracurricular activities, and support services. Suggested best practices include stakeholder involvement, focus on quality, human resource development, strategic partnerships, utilization of digital technology, and continuous monitoring and evaluation. Practical implications: The implications of this research provide practical guidance for other private universities in developing similar strategies to enhance institutional reputation and attractiveness. Paper type: Research Paper]]>
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