AbstractWithin the context of linkage between universities and the productive sector in Mexico, this article seeks to answer the following questions: i) which are the principal motivations for researchers at universities to carry out technological research and to seek ties to industry? ii) which are the main motivations for industrial entrepreneurs to establish cooperation with universities to develop technology? and iii) which are the main barriers to a healthy relationship between both institutions?Our answers are based on data from two sources: (a) an exploratory survey of 31 researchers at the National University of Mexico and of 28 Mexican entrepreneurs, half of whom had previous experience in collaborative projects; and, (b) a subsequent panel discussion among questionnaire respondents designed to elicit in‐depth qualitative data concerning motivations and obstacles to university‐industry cooperation.The authors present the factors identified in the study as key elements in the development of liaisons between the two sectors in Latin American countries, and argue the need to rethink our conceptions of motivations and barriers within a theoretical framework of interinstitutional communications and organizational cultural cha