| Summary: | Knowledge, education, reputation, image, partnerships and co-creation are trends of success. The implication of the idea of interconnection of the academic environment with the business environment and public sector, which has been used in the City of Waterloo and the University of Waterloo, is an example of growing value of a territory and the development of innovative (smart) managerial decisions into a practice. The purpose of the paper is to discuss the results of research conducted in Waterloo, Ontario, Canada, which was focused on the growth of competitiveness through the implementation of smart management systems (Triple Helix Model) in the city’s marketing and governance. The method of case study and qualitative research was applied by the implementation of primary and secondary research approaches. Research was conducted over a period of 4 years during post-graduate studies at the University of Waterloo, Canada. Multiple structured and unstructured interviews were conducted with representatives of the university and public and private sectors in the city of Waterloo. During the years 2011 – 2016, additional materials were collected in order to gain a more realistic picture. The City of Waterloo is a leader in innovations in Canada, with a large number of patents, entrepreneurship incubators, and start-ups. The University of Waterloo, situated in the city of Waterloo, has 15 patents per 10,000 residents, which is a rate four times greater than the Canadian average. Primary research results revealed that the municipality of Waterloo is strongly involved in co-operation with universities in the creation of start-up businesses.
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