Purpose: Aims to investigate the similarities and differences between traditional and corporate universities and determine whether their respective futures will continue to plough separate furrows or converge. Design/methodology/approach: Examines mission statements, core values, guiding principles, aims and objectives from a sample of traditional and corporate university web sites covering both the USA and the UK. Findings: It reinforces other studies which have found little in the way of commonality. It expresses some scepticism over the predominantly aspirational tone of the statements from the traditional universities, which provide little indication of "corporatisation". On the other hand, it finds little evidence of "intellectualisation" in the corporate counterparts. Practical implications: Demonstrates the importance of conducting a relational analysis when studying texts, and of establishing the context in which words are used. Broadly, there is little evidence of convergence of outlook between entities coming from different roots and traditions. Originality/value: Contains good advice for anyone setting out to establish a (hopefully) convergent institution, showing that is is virtually impossible for corporate-minded members to implement traditional aspirations successfully. (Contains 5 tables.)