An investigation of finite-time heat transfer processes between high- and low-temperature sides with a generalized heat transfer law (q∝[Δ(Tn)]m) is presented in this paper. Optimal heating and cooling strategies for minimizing entropy generation are derived for the fixed initial and final temperatures of the low-temperature side working fluid. Optimal paths are compared with the common strategies of constant heat flux and constant source temperature operation by numerical examples. The condition corresponding to the minimum entropy generation strategy is not only valid for Newton’s [q∝(ΔT)] and linear phenomenological [q∝Δ(T−1)] heat transfer laws but also valid for heat transfer law (q∝[Δ(T−1)]m). The obtained results are general and can provide some theoretical guidelines for the designs and operations of practical heat exchangers.