At present, staff members consider that their responsibility in terms of teaching and research is more relevant to national needs than to regional requirements. This attitude may change when performance evaluations take into account their contribution to local engagement as is planned in Universiti Sains Malauysia. The Universiti Sains Malaysia has taken steps to introduce a “3-track promotion exercise” based on research, teaching and community engagement or industry collaboration to reward and incentivise community engagement and entrepreneurship support.