Innovation commercialization plays a vital role in bridging research outcomes with market needs, thereby supporting national economic growth. However, Bandung Techno Park (BTP) faces several challenges, such as innovations that do not align with market demands and limited information dissemination. This indicates the need for better market understanding by involving the community as consumer representatives and the media to raise public awareness. Currently, BTP still adopts the Triple Helix model, involving only universities, industry, and government, without the active participation of community and media actors. Hence, a transformation toward the Penta Helix model is needed to enhance commercialization. The research explores the roles of involved actors, examines their relationships, and assesses the impact of their interactions in shifting from the existing Triple Helix model to the recommended Penta Helix model at BTP. Through a qualitative case study, data were obtained from in-depth interviews with seven informants of the Penta Helix actors. The analysis was conducted using Value Network Analysis (VNA). The results show comprehensive mapping of actor contributions and highlight the need for improved collaboration management, market orientation, and media engagement in innovation.