Commercial pressures that affect faculty members and universities are discussed, along with the consequences of these pressures. It is essential that the faculty member be a role model and a practitioner of objectivity. Faculty members with commercially-valuable knowledge can have a greater commitment to the commercial application of their knowledge than to the university. A new kind of university emerges with an active interest in becoming a partner in business ventures with industry and with its own faculty, in developing research parks, and in engaging in other entrepreneurial ventures. The fundamental stress within the university comes from a clash of fundamental values--commitment to knowledge versus commitment to wealth production. It is important that attention be directed to how new commercial pressures and arrangements affect the impartiality of the university in matters of knowledge and judgment. If many universities become involved in special business deals in order to remain competitive, impartiality is at stake. On the other hand, the universities have served to promote economic and technological development. Each university needs to decide which role it prefers to emphasize, or which is the best mix between the two roles. (SW)