Abstract:
The article aims to identify, from the perspective of strategic managers, categories that participate in the
establishment of an innovation culture in community universities in southern Brazil. The method is
based on an exploratory, qualitative research using a multiple case study and considering a group of
Brazilian universities as the analysis unit. The interviews were conducted with 67 managers from 14
higher education institutions, as well as legal provisions, documents, and scenario studies. The results
point to the need for universities to work in a competitive strategic positioning; approaching academia
and market times; guaranteeing innovation of the sustainable management principle; internationalization
as an indicator of innovation; curricular inflection and formation of innovative leaderships. Our
contribution lies in proposing that universities, regardless of their state, private or community status,
must follow a strategic plan that is competitive in the market and boosts the innovation culture
