It is becoming increasing clear that a new industry – the entrepreneurship industry – is in the ascendant and that universities are a part of this development. Furthermore, the idea of the entrepreneurial university has only recently entered the debate. Promoting the entrepreneurship agenda within constituencies where it is not traditionally acknowledged is a peculiar challenge that requires the adoption and adaptation of traditional selling approaches (‘valorisation mechanisms’), mindful that the product on offer (‘entrepreneurship’) is a service. Via three case studies, the role of universities in this new industry and the role of academic entrepreneurship are highlighted.
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