Jun Ma Todorovic, Zelimir W andJiani Fan
Much research shows that entrepreneurial universities contribute to economic development. While most of this research focused on the technical university faculties (e.g., engineering, computer sciences etc.,), very few studies examined university’s more diversified non-technical fields of study. Utilizing tools developed in Entrepreneurial Orientation and Market Orientation literature, this paper applies content analysis to in-depth interviews of 35 faculty members from the fields of English, History, Political Studies, Psychology and Sociology. This study purports that the internal orientation may be a significant stumbling block for non-technical fields to be relevant, to function above the "silo" mentality, and be actively involved with their external stakeholders.