This study examines firms' decisions to collaborate with universities in their region as opposed to non-regional universities, focusing on the role of collaboration objectives. Through a survey of a representative sample of manufacturing firms in the Piedmont region (Italy), we find that firms seeking business advice are more likely to collaborate with regional universities while firms seeking R&D support and testing and analysis services are more likely to collaborate with both regional and non-regional universities. The partner university's location is endogenous to the level of investment in the collaboration; and the collaboration objectives provide good instruments. Some implications for regional policy are discussed.