<p>This study critically explored the interconnected themes of entrepreneurial potential, sustainable entrepreneurship, and the evolving role of higher education. It highlighted the intellectual responsibility of universities in confronting two pressing entrepreneurial challenges: the insufficient preparation of individuals for future entrepreneurial roles and the overemphasis on market-driven behaviours. Using a descriptive-analytical approach, the findings revealed that higher education faces substantial barriers in fulfilling its societal mission. These obstacles stem from diverse learning methodologies, individual experiences, and varying levels of creative capacity, all of which complicate the measurement and management of innovation. Positioned within the broader regulatory frameworks of higher education institutions, these challenges underscore the need for systemic reform. Grounded in the triple helix model, the research proposed a decision-making framework that bridges theory with practice. This framework emphasizes capacity building and encourages collaborative partnerships between academia and society, while integrating data science to address persistent difficulties in assessing innovation within higher education.</p>