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The need to match education and business goals is an endeavour and a challenge for 8 any educational institution, especially for higher education institutions. This challenge has 9 become an important focus over the last decades due to the claimed relationship between 10 education and innovation as well as the potential for economic development. The biggest 11 challenge seems to be to overcome the barriers of thought and objectives that exist between the 12 two worlds of education and business. Indeed, although many attempts and programmes are 13 being developed almost all over the world to bridge these two realities, many clashes and 14 disillusions exist. For different reasons, this issue is viewed almost exclusively from the 15 academic perspective, with the entrepreneurial perspective being completely absent. Based on 16 the experience of both the academic and business worlds, the authors commence this 17 contribution by analysing the causes of this mismatch of interests. They conclude by presenting 18 some possible solutions for improving this misalignment. 19

DECONSTRUCTING THE BARRIERS OF THOUGHT – THE NEED FOR EMBEDDEDNESS OF EDUCATION AND BUSINESS