For this article Institutional entrepreneurialism at Babes-Bolyai University (Romania) serves as a premise for more general reflections. These include discussion of the market sensitivity of entrepreneurialism; that is how a university can be very entrepreneurial in one market and less entrepreneurial in another. Consideration is also given to the idea that institutional entrepreneurialism can sometimes collide with the individual entrepreneurialism of academic staff, and universities are then forced to take defensive measures. We also touch on the academic reward system and how it could be changed in order to stimulate academics to exploit their knowledge and create market relevant products.