THE IMPACT OF COMPETITIVE AGGRESSIVENESS ON THE NON-FINANCIAL PERFORMANCE OF THE PRIVATE HEALTHCARE SECTOR

Purpose: This review aims to synthesize the current understanding of competitive aggressiveness in the private healthcare sector, focusing on its manifestations as a dimension of entrepreneurial orientation and the effects of its application on the non-financial results of companies.It also aims to identify key strategies, conditions, and consequences of competitive aggressiveness in this context.Design/methodology/approach: A systematic review of the literature published between 2015 and 2025 focusing on relationship between competitive aggressiveness and non-financial performance. Findings:The review identifies a growing emphasis on competitive aggressiveness in the private healthcare sector, driven by factors such as demographic changes and increasing demands from public sector clients.Private healthcare providers are increasingly adopting strategies aimed at gaining a competitive advantage.The review highlights how competitive aggressiveness manifests in various forms, including aggressive pricing strategies, service differentiation, and strategic alliances, and what impact this has on non-financial results. Research limitations/implications:The review is limited due to its focus on publications in English and Polish.Limited empirical research specific to private healthcare in Poland requires further investigation.Practical implications: The findings provide practical guidance for healthcare managers who want to strengthen their competitive position.The review emphasizes the importance of balancing competitive strategies with ethical considerations and patient-centered care.Originality/value: This review contributes to the literature by providing a focused analysis of the impact of competitive aggressiveness on non-financial outcomes in the under-researched context of private healthcare.