Developing Adaptive and Innovative University Governance with Blue Ocean Strategy

University governance is a strategic aspect in ensuring institutional quality amidst the dynamics of globalization, digitalization, and competition among educational institutions. However, traditional and bureaucratic governance models often fail to respond quickly and innovatively to changes. This article aims to examine the potential application of Blue Ocean Strategy (BOS) in developing adaptive and innovative university governance. A literature review approach is used by analyzing various scientific sources related to BOS, principles of good governance, and the challenges of higher education governance in Indonesia. Through the ERRC framework (Eliminate, Reduce, Raise, Create), this article proposes a governance development model that abandons outdated practices, simplifies processes, increases transparency, and creates new values in leadership and decision-making. The study results indicate that BOS can be an effective alternative strategy to redesign university governance systems to be more responsive, efficient, and oriented toward sustainable innovation.