In this paper, we made a theoretical and applied insight regarding the concept of innovative potential, creativity, and, we also tried to explain the need to develop the creativity in universities of the Republic of Moldova. Therefore, in order to be competitive, universities need to develop and create ideas, innovative products by capitalizing teachers’ and students’ potential towards the emergence of new inventions, innovative products. The university environment is characterized by creation of a favourable atmosphere for innovation. Nowadays, the universities are in fierce competition, and must demonstrate competence, exceptional abilities and an impressive capacity to capitalize the innovative potential. Only by assuming these values, universities will become real vectors of knowledge and will walk, with firm steps, on the path of sustainable competitiveness. The present paper is focused on the use the following methods: analysis, synthesis, induction, deduction, scientific abstraction. In conclusion, we can mention that the university environment must capitalize the academics’ innovative potential. It must also capitalize the students’ potential in order to be competitive and achieve a high students’ employability in the labour market by forming special skills and abilities.