The Entrepreneurial Orientation in the Transformation of Universities

Universities are a relevant and little-explored context to the study of strategic action, considering their need adapt environmental dynamics establish closer relationship with society. This contributes shedding light on how changing process from traditional university model amore entrepreneurial takes place. Thus, this aims analyze role played by universities’ management establishmentof orientation (EO) in academic environment. For sake, we did multiple case focusing managers’ decisions at level. The selected cases three universities, two Brazil one Sweden, recognized for entrepreneurship approach environments. Based these cases, reveals influence top-management establishment EO institutions can pursue an model. results emphasize key establishing EO, through different levels participation, but recurrent behaviors implementation third mission.