This study adopted a correlational design with census sampling technique to examine the predictive relationship between
revenue-generating business ventures, centres for educational services, and management of higher education institutions
in Cross River State, Nigeria. The entire population of 197 head of departments (HODs) from the four public tertiary
institutions in the state constituted the sample. Data were collected using structured questionnaires tagged “Institutional
Entrepreneurship and Management Effectiveness Questionnaire” (IEMEQ) were used for data collection and analyzed
using simple linear regression. Results revealed that revenue from businesses significantly predicted management
effectiveness, F (1, 195) = 162.14, p < .001, R = .67, R² = .45, β = .67, indicating that 45% of the variance in institutional
management was explained by business ventures. Similarly, centres for educational services significantly predicted
management of higher education institutions, F (1, 195) = 246.22, p < .001, R = .75, R² = .56, β = .75, accounting for 56%
of the variance. The findings reveal that institutional entrepreneurship and service-oriented centres are strong predictors
of effective management in resource-constrained universities. It was recommended that university management should
professionalize and institutionalize business ventures with clear accountability structures to ensure sustainable revenue
generation. Centres for educational services require adequate funding, skilled personnel, and alignment with strategic
institutional goals to enhance service delivery. The National Universities Commission and state government should
develop policies that encourage revenue diversification in public universities while safeguarding academic standards.
Theoretically, the study extends institutional entrepreneurship theory by demonstrating that commercial and service units
are core, not peripheral, to university management. Practically, strengthening these units can improve planning, resource
allocation, and financial sustainability of higher education institutions in Cross River State and similar contexts.

Keywords: Institutional entrepreneurship, business ventures, educational service centres, higher education management,
Cross River State, revenue diversification