This paper examines the intellectual services of higher education institutions with a focus on the intellectual services of the Faculty of Economics, University of Rijeka in the European Union. Dynamic changes in the environment in which they operate place increasing demands on higher education institutions to meet the needs of users of their services. The position and role of higher education institutions and the modalities of their work are gradually changing. New solutions are being sought, more focused on the entrepreneurial component, as a key factor in the sustainable development of higher education institutions. In accordance with their available resources, capacities, expertise and experience, with the mandatory retention of a highly placed educational responsibility, higher education institutions build their position on the market beyond the scope of previous, standard and, in certain forms, defined actions. By recognizing changes as opportunities and responding to them in a timely manner, they create the preconditions for their business growth and success. Being open to new ideas, solutions and insights leads to faster development and better positioning in the intellectual services market. The goals of the research are to review the theoretical determinants of intellectual services, the field of activity of higher education institutions and the market of European Union, as well as practical knowledge on the commercialization of intellectual services of the University of Rijeka Faculty of Economics and Business and its penetration into the market of European Union.