ENTREPRENEURSHIP IN HIGHER EDUCATION MANAGEMENT: A CASE STUDY

The context for private higher education institutions in Brazil brings challenges that threaten their market position. As a result, this type of institution is searching for new managerial approaches that lead to higher competitiveness. Entrepreneurship becomes a relevant approach to stimulate initiatives, innovation and differentiation. The purpose of this study is to analyze the existence of entrepreneurship in higher education management and its importance to organizational performance. The research is characterized as a case study with its focus on a private higher education institution located in Curitiba, State of Parana. The analysis reveals that managers have a clear understanding of entrepreneurship, as well as present an entrepreneurial profile, with emphasis on risk taking in new projects, capability to transform new ideas into businesses, and a special concern with quality and efficiency on services. Based on the managers' perception, entrepreneurial actions are disseminated within management, especially related to academic programs that fit the market requirements and creativity in the design of new academic programs. The conclusion stresses that the institution by having managers with entrepreneurial attitude is prepared to develop actions that contribute to the development of competitive advantages.