Purpose: The purpose of this paper is to examine and question aspects of the culture of the modern business school, and to investigate the possibilities for a more student oriented, more responsive, more flexible and performance-driven culture. Design/methodology/approach: The paper is a critical discourse on the cultural conservatism of contemporary business schools, analysing the impediments to change, and examining the transformation in the business education market and among students, that demand greater responsiveness. Findings: The paper finds that while the traditional culture of business schools is deeply embedded in professional practices and axiomatic disciplines, the seismic changes occurring in technology and social practices beyond the business school are impelling business schools to adapt and become more agile. Research limitations/implications: While recognising the significance of the changes that are already occurring, it also acknowledged that there is a deeply embedded set of professional and cultural practices in university business schools that are long established and will not be readily changed, with more likely an ongoing tension between modernity and tradition. Practical implications: The paper provides insights into how a more flexible and responsive business school would operate and engage students. Originality/value: The paper provides a fresh assessment of where the business schools are, and where they will have to go to continue to engage the changing demands of business and managers. (Contains 1 note.)