Analysing the entrepreneurial role of universities discussed by scholars, this paper is directed to investigate diversification and multinationalisation strategy of universities through the proposition of a single case study. Thus, the purpose of this paper is to discover the reasons that led our university case study to develop its strategy and the role of its intellectual capital in supporting the chosen strategy. Our case is investigated through Secundo et al.’s (2016) collective intelligence framework for universities. Answering the research question, our findings include why our university case study choses to pursue its business strategy to achieve teaching, research, and the third mission.