Purpose – The purpose of this paper is to reveal the efforts universities have done during the latest years towards improving their development strategies, as well as to focus on the new challenges that they have to face in the contemporary context based on competition and partnership. Higher education institutions differentiate from many criteria; among these, entrepreneurial culture needs to be more understood. Its role is convergent with the quality culture role within the universities. The paper aims to highlight the role of a university entrepreneurial behaviour in the consolidation of the quality culture and management. Main objectives of the paper are: to explain the features of the universities in the contemporary context from the entrepreneurial behaviour perspective; to connect the entrepreneurial culture with the quality culture for higher education institutions; to identify main university strategic behaviours based on the role of the entrepreneurial culture. Design/methodology/approach – We propose an approach that considers several research methods. Among these, must be mentioned: descriptive analysis based on both literature review and on case studies, in order to focus on examples of good practices; comparative analysis in order to emphasize some behavioural particularities; research based on a questionnaire addressed to one of the most important stakeholders of the university – the students. Therefore, students will be invited to express how they see the university management motivation to innovate, create and take risks, etc. Originality/value – This methodology puts in evidence new challenges university management has to face. The originality of this paper consists of a new theoretical approach of the university management concept, in terms of an entrepreneurial behaviour organization, which means a new definition generated from practice and evidence, plus the features of the interactions between both areas of entrepreneurial culture and quality management culture in an institutional context of a modern higher education institution. Practical implications – The outcomes of the application consist of several practical implications for universities. University management will be able to better understand its role in developing strategies and implementing measures for improving processes and activities. Students will be able to support university change in a more active way, for their own benefit. Companies will be able to reconsider the relationship with universities in terms of mutual advantage.