In mid-2023, the Times Higher Education (THE) website announced the results of the THE Impact Rankings 2023, utilizing indicators and evaluation methods in its fifth edition. This ranking included 1,705 universities from 115 countries worldwide. This marked a brave and challenging step for Rajamangala University of Technology Lanna (RMUTL) as it decided to participate in this ranking system for the first time since the establishment of THE Impact Rankings in 2019. Among the five Rajamangala University of Technology institutions that participated, RMUTL’s overall score and ranking fell within the 1000 + range. In contrast, Thai universities in the top 50 included two institutions, the top 51–100 included two institutions, the top 101–600 included 15 institutions, and the top 601–1000 included 11 institutions. Despite the result, an evaluation of RMUTL’s diverse potential indicated that the university possesses several advantages that could help elevate its ranking further. This realization led to the present research, aiming to address the question: “How should RMUTL adjust its strategies to enhance its competitiveness under the THE Impact Rankings criteria?” The research team adopted a qualitative approach, utilizing strategic case studies and seeking recommendations from five leading Thai higher education institutions. This approach aimed to develop mechanisms for strategic adjustments to effectively achieve sustainability goals and enhance competitive strength.