The entrepreneurial university: an exploration of “value-creation” in a non-management department

Nnamdi O. Madichie*, Ayantunji Gbadamosi

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review

6 Citations (Scopus)


Purpose: The purpose of this paper is to highlight the strategies undertaken by “entrepreneurial” universities to leverage their bottom-line especially in response to withdrawals of public funding. Internationalisation has been the most prominent from setting-up overseas branch campuses to aggressive recruitment drives for international students, and more recently, the launch of new programmes to attract a wider market.

Design/methodology/approach: Based on a documentary analysis, this study explores the future of curriculum development in entrepreneurial universities, using narratives around an “unconventional course” launch as a case illustration.

Findings: The findings reveal an interesting interaction of innovation, opportunity recognition, risk taking and pro-activeness at play within a university environment. The study also highlights how instructors have, in the past, based their syllabi on celebrities – from the Georgetown University to the University of South Carolina, University of Missouri and Rutgers University cutting across departments from English through sociology to Women’s and Gender Studies.

Practical implications: Overall this study captures the relationship between hip-hop artistry and poetry, as well as meeting the demands of society – societal impacts – not the least, bringing “street cred” into the classroom.

Social implications: The case illustration of a course launch at the University of Missouri linking hip-hop artists to curriculum development and pedagogy, opens up the discourse on the future trajectory of teaching and learning in higher education, with its attendant social implications – not the least for life after graduation.

Originality/value: This study provides fresh insights into the entrepreneurial potential of universities in co-branded/marketing activities with the hip-hop industry.

Original languageEnglish
Pages (from-to)196-216
Number of pages21
JournalJournal of Management Development
Issue number2
Publication statusPublished - 6 Mar 2017
Externally publishedYes


  • Qualitative research
  • Celebrity course launches
  • The entrepreneurial university


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