There is an increasing demand for services of university incubators and interest among young companies for involvement in them. However, one of the barriers for more thorough development of tech-based companies which are the most common in university incubators appears to be low level of equity financing. Differently to the common paradigm about shortage of capital supply, the article discusses that the part of the reason for low level of equity financing lies in not very intensive growing oriented entrepreneurial ambitions of entrepreneurs in university incubators. The study which included university incubators in Ljubljana and Maribor confirms the proposition of an inadequate understanding of equity philosophy and investment processes. These issues should be more intensively included in the technology start-up support measures as well as in the programs of entrepreneurial education at all levels.
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