The present study investigates how entrepreneurial universities can systematically exploit diverse knowledge assets for societal and economic impact. Despite growing emphasis on research valorisation, literature lacks clarity on managing varied research types, such as fundamental or domain-specific, and aligning them with exploitation goals. Universities often struggle to deliver their wealth of research assets to the market. Through an ethnographic case study of a technical university, this research examines three exploitation pathways. By analysing research assets through a framework that classifies knowledge based on its Research Focus and Exploitation Scope, the study unveils the internal and external conditions that enable research exploitation. These results advance knowledge management theory by integrating creation-to-application dynamics and refine the well-known Triple Helix model with operational insights. From a practice perspective, the framework provides a strategic tool for university researchers and administrators to map assets, assess exploitation states, and guide transitions, enhancing governance and partnerships.