Research and development, one of the forefront causes at UCSI University received a face-lift under the newly-formed Centre dubbed the CERVIE or the Centre of Excellence for Research, Value Innovation and Entrepreneurship. Aimed at promoting research, value innovation and entrepreneurship as one of the University's core drivers, CERVIE intends to establish the University's reputation as a knowledge creator through four main strategic thrusts, namely Internal Capabilities, Smart Partnerships, Enterprise Value Innovation and Knowledge Dissemination through the implementation of the triple helix model (Government, Industry and University). Consequently, the CERVIE is strategically committed to excellence in its engagement with stakeholders in business, industry, government and communities.
Under the directive of the UCSI University Vice Chancellor, Dr Robert Bong, the new initiatives at the CERVIE will differentiate between pure research and applied research, as well as provide more incentives to encourage practical applications of the research. These incentives include rethinking intellectual property rights (IPRs) that allow for partial ownership and patents to researchers who have made the discoveries, as well as the introduction of idea innovation, or "Ideation", as a plan to encourage students, alumni members and even those affiliated with other universities to develop research projects and business proposals for UCSI University.