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This study utilised Weick's sensemaking framework to understand academic entrepreneurship as a social process. This paper presents an analysis of the sensemaking process of a group of scientists, assisted by a university business advisor, who aimed to establish a university spin-off company. The case study shows how the scientists failed to construct a new sense of commercialisation in their business development project. Analysing personal interviews with the scientists, this study investigated problematic sensemaking concerning commercialisation activities and academic entrepreneurship. In addition to showing how problems in sensemaking produced hesitation rather than action in business development, the findings emphasise the centrality of identities, enactments, salient cues and social contexts in organising commercialisation activities at universities.