As higher education institutions (HEIs) confront evolving stakeholder expectations and intensifying global competition, traditional student-centric models are proving insufficient. This chapter explores how marketing and management theories related to creating shared value are reshaping the strategic direction of HEIs toward sustainability transformation. Informed by generational shifts in student priorities and increasing emphasis on institutional social and environmental responsibility, the chapter argues for a holistic stakeholder approach. Relationship quality management (RQM) is proposed as a framework to guide HEIs in balancing the ecological, social, and economic concerns of diverse stakeholders. RQM emphasizes trust, collaboration, and dynamic relationship management at the micro, meso, and macro levels, supported by technological innovations such as artificial intelligence. The chapter further highlights the need for HEIs to adopt novel performance metrics, stakeholder engagement strategies, and transparent reporting mechanisms to navigate the complex challenges of sustainability transformation. Finally, it also examines potential strategies for addressing these challenges and outlines research and managerial implications and proposes directions for future research.