Abstract: The paper discusses changes in higher education that made a great impact on external stakeholders growing interests in quality of research activities outcomes in universities higher education. These changes can be characterized by one significant dimension that is constantly growing - practicability of universities research activities outcomes. The need of adaptability of research outcomes in universities’ higher education industry is constantly growing, as well as the needs to meet interests of external stakeholders - social participants in higher education system. These two factors accelerate universities to develop and maintain the third mission - to develop its services to public society. All this along with the traditional universities missions - to ensure education and research benefits for states/societies as well as for markets/industries. These trends show that universities are aware of interests of social participants in higher education system. Therefore, universities strategic goals, activities and KPIs are developed closely related with interests of social stakeholders. The research covers analysis of strategic plans of the best Lithuanian universities in order to point out universities activities that could have practical benefits in the market or for society. Universities strategic research activities which outcomes KPIs can be closely related with interests of social participants are also noted and considered as the dimension of social participants in university education quality.