This study explores the impact of entrepreneurial orientation on the activities of state universities in the Republic of Serbia. Using the ENTRE-U scale, the researchers have graded the entrepreneurial orientation (EO) of the employees at state universities in the Republic of Serbia. In the theoretical part, the detailed literature review is provided, which contributes to a better understanding of terms like entrepreneurial orientation and entrepreneurial university. Using data from 282 respondents who work at the state universities in the Republic of Serbia, the researchers validate the ENTRE-U questionnaire in a specific context. With this, it is proven that the ENTRE-U scale is applicable not only for developed countries but also for the developing countries, such as the Republic of Serbia. The general conclusion is that with using the ENTRE-U scale, it is possible to predict the level of innovativeness, as well as the nature of innovative activities that are conducted at state universities in the Republic of Serbia. The entrepreneurially oriented universities differ from those which lack entrepreneurial orientation by the extent of their research mobilization, unconventional approaches, the level of cooperation with industries, and the way university policies are implemented.

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Research Question: This paper explores the potential of new start-ups and spin-offs within the university capacity and their impact on the process of creating an entrepreneurial ecosystem. Motivation: The research presented in this paper is motivated by the desire to analyse the role of university in entrepreneurial ecosystem based on the real case of the University of Novi Sad. An insight into relevant literature sources revealed that there exists a large influence of university’s new companies in developing the entire business environment and business sustainability. This example could be relevant to similar universities in the other developing countries, because current literature covers only examples from developed countries. One of this is a research paper conducted by the Stanford University under the name “An analysis of the entrepreneurial activity of the Stanford community over 50 years”. Idea: The main idea is to present the importance of University’s new companies in creating an entrepreneurial ecosystem, and their impact on the creation of economic activity and sustainable development. Data: This research includes economic activity data of business entities at the University of Novi Sad. This paper presents data on new companies within the University of Novi Sad in the period 1990-2015 which were available, as well as data on companies in the territory of the Republic of Serbia, Vojvodina region and the City of Novi Sad. In this analysis, 123 companies from the University of Novi Sad were included. Tools: In this paper comparative statistics was used based on collected data of the total number of companies and the number of employees according to company’s size and geographical location. For the purpose of this research, we used interactive internet portals Trading Economics and IvanStat. Findings: According to the analysis, the University of Novi Sad is a prominent example of the establishment and operation of new companies founded within it. The percentage of companies that have survived in the observed period is high and it is approximately 63%. Contribution: This paper gives us an overview of newly founded companies (start-ups and spin-offs) within the University of Novi Sad, especially focusing on economic activity and creating conditions for sustainable development.

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Entrepreneurial orientation (EO) is a multidimensional construct that reflects a firm’s tendency to be innovative, proactive, and risk-taking. Previous research has demonstrated that companies with a strong EO possess a competitive advantage in the market when compared to those with a conservative approach to management. The objective of this study is to analyse the entrepreneurial orientation of small and medium-sized enterprises (SMEs) using the ENTRE-U scale and to identify the dimensions of EO that are critical for achieving business success in the context of digital transformation and IoT implementation. The identification of these dimensions is facilitated through a survey method and exploratory factor analysis. After administering the ENTRE-U scale to a representative sample of SMEs that use modern technologies, such as IoT, four distinct dimensions of EO emerged. Each dimension of EO has a significant impact on firm performance. By adhering to the established EO dimensions and using the proposed methodology, managers can develop an efficient business model that aligns with the current digital market demands, enhances SMEs (survival, resilience, and sustainability), and addresses the high uncertainty prevalent in today’s business environment.