This article discusses the ways that the trends of corporatization and commercialization have changed managerial roles in universities. The authors argue that we have gone too far with these trends and plea for redesigned management roles. Performance measurement systems relying on student polls for teaching and on journal metrics for research support managerial interventions. However, managers also need to acknowledge the autonomy and different capabilities of their staff members in order to get the best results. This article contributes to the debate about desirable management roles in universities in the light of a meaningful academic knowledge production.IMPACTThis article will be of interest to university managers because it encourages them to rethink their roles by considering the need to ensure the long-term survival of academia, to academics who wish to engage in managerial positions because it warns them against a mechanical use of performance metrics, and to academia in general because it stimulates everyone to ask: where are we going? Politicians will benefit from reading this article because it makes them aware of the consequences of favouring New Public Management (NPM) principles in academia.