<![CDATA[The increasingly complex competition in the healthcare industry requires hospitals to have a clear strategic orientation and sustainable competitive advantage. Regulatory changes, developments in medical technology, and service quality demands are major challenges in healthcare organisation management. This study aims to analyse scientific findings related to strategic orientation and types of competitive advantage in hospitals through a literature review approach. The research method used a Systematic Literature Review of national and international articles published between 2022 and 2024. The search was conducted through reputable scientific databases using the keywords ‘strategic orientation’, ‘competitive advantage’, and ‘hospital management’. Selected articles were analysed qualitatively through a process of classification and synthesis. The results of the study show that innovation orientation, market orientation, and learning orientation are the dominant patterns in hospital management. Differentiation strategy is the most widely applied type of competitive advantage through service quality improvement, development of superior services, and utilisation of health technology. In addition, there is a positive relationship between strategic orientation and organisational performance. This study confirms that the alignment of strategic orientation and competitive strategy plays an important role in improving the competitiveness and sustainability of hospitals.]]>
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