Abstract
It was a strong belief that higher education institutions are notoriously resistant to change. However, during the COVID-19 pandemic, universities have quickly and effectively moved millions of students and educators online despite huge logistical and technological challenges. There are very few industries that have reacted in this way. In future leading universities will look for a new business model and apply disruptive innovations into the leaning process.Today is a right time for planning a long term innovation strategy. In recent years Kazakh higher education development has been accompanied by intensive economic growth and raising demand for high qualifies employers. The aim of this research is to reveal the ways of implementing high innovation and creativity approach in universities under example of Western Kazakhstan State University. This study examines the factors determining conditions for development of innovation culture across the university and industry. The methodology is based on expert interviews, reflective experiences; surveying research for innovation, incorporating the information on innovation landscape map, university infrastructure, human resources, PESTEL analysis as well as industry overview. The results show that WKSU needs frugal innovation, as it provides a new entrepreneurial landscape for companies in low-income countries with limited resources to develop innovations.