Enterprise University

An Enterprise University is, most notably, not “tuition-driven,” instead feeding from a diverse set of sources of which traditional student tuitions (and their elder cousin, alumni philanthropy) are a minority share. Equally or even more important are corporate and federal research funds, state support, foundation grants, athletics and other auxiliary “businesses” like medical centers, and technology transfer. The Enterprise University’s audiences are correspondingly diverse in their reasons to invest and believe in the university’s brand. Being a place where undergraduates like to go to school may help with the “buzz,” but won’t in itself satisfy those asked to invest in the university as knowledge-generator, research partner, intellectual leader, or representative of the state’s prestige and influence. Enterprise Universities are more like multi-national corporations than like liberal arts colleges – and the brand challenge is correspondingly more complex.