Universities are increasingly challenged to become more socially and economically relevant institutions. While this phenomenon has prompted a growing literature documenting the evolution of the contemporary university, it remains at once both too broadly conceptualized and overly fragmented. Thus, while these literatures continue to grow, they remain largely undertheorized. This paper employs the concept of “entrepreneurial architecture” as a more nuanced perspective to understand this new mission of contemporary universities. This newly emphasized mission has been politically driven through public policy and funding. While providing a theoretical contribution to the study of the entrepreneurial university/university entrepreneurship, the paper also has broader implications for institutions and policymakers as a pragmatic approach. Copyright © 2010 ASAC. Published by John Wiley & Sons, Ltd.