The University of Hertfordshire: Is this the Face of the Entrepreneurial University in the UK?

The University of Hertfordshire has taken a bold lead in the process of differentiating its offer by seeking to become a leading edge exemplar of a truly business focussed – entrepreneurial – university. By adopting such a positioning the University was, from the outset, clear that this was not simply embarking on a cosmetic marketing exercise to attract attention by spinning certain buzz words about the importance of being ‘business facing’. Before deciding to stake a claim to being ‘entrepreneurial’ the University of Hertfordshire had to reassure itself that its entrepreneurial positioning is not about public relations hype and ‘wordplay’. It is about delivering, in concrete terms, against this promise.