ENRepresentatives of largest business associations as well as administrators of largest universities speak about about what they call business and university “marriage”. The author of the article, however, basing his analysis on different regional contexts notes that this urge in fact means that universities are suggested to embrace market relations and adopt models that are used in administering large corporations. This rhetorics masks the ideology of neoliberalism that attacks European higher education policies disguised as need to compete with US institutions.