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Examines reasons for “turmoil” in the US management education market. Increasing numbers of MBA schools are responding by changing their programmes, but the pursuit of academic rigour may have prevented fundamental change. Considers a number of trends affecting the MBA environment that will continue to reshape business schools. Those that can take the mandate of change seriously will enjoy the “best of times”.

The future of higher education for business and management is discussed against the framework providedby the 1959 Gordon‐Howell and Pierson reports, and the 1988 Porter and McKibbin report. In light of the concern for rapid and uncertain environmental change,a model of business school roles in contemporary society ‐ passive provider, participating provider, and pathfinding provider ‐ is presented. Implications forbusiness curricula and faculty are examined. Further attention is given to the needs for greater vertical and horizontal integration of business schools with their external environments. A final caution advises that business schools should seek to respond to future challenges without sacrificing their own identities which are essential to the emergence of true institutional excellence.