Entrepreneurship has established itself as one of the most relevant issues on the international agenda given its importance in creating jobs and the impact it generates on economic growth. However, the social panorama and the demands of the labor market have led to the emergence of new needs associated with the promotion of the entrepreneurial culture; that is, it requires competent entrepreneurs in the design of business plans and the use of technological tools, in such a way that the enterprises are in turn forging innovative products or services with a high social commitment. Therefore, higher education institutions play an essential role in achieving this goal; however, the rapidity with which these needs arise prevents educational institutions from incorporating such contents into their strategic plans and educational programs. Therefore, the objective of this paper is to investigate the way in which one of the most important Mexican public universities has adopted these demands in entrepreneurial matters. In order to reach this aim, an exploratory and longitudinal study was developed, combining documentary and field research techniques; as part of the documentary analysis, the main trends of the entrepreneurship study published in specialized journals were reviewed, while the field study was based on the application of structured interviews to executives, professors and experts of the study of entrepreneurship in the university environment. Through the application of these interviews, an increase in the incorporation of a greater number of elements of the entrepreneurial culture was detected; however, it is necessary to include the approach of social entrepreneurship and innovation in these processes in order to obtain better results.
