UK business schools are refocusing their work and bringing new staff on board to help ring the changes.
Aston University's business school is among those revamping its work with a two-year recruitment drive and a decision to change the name of its public services management group to the policy studies and services management group.
The name change, though subtle, represents a refocusing of the group's work that reflects a shift in the wider economy.
John Saunders, head of the school, said: "That group was very much focused on the public sector, but things that were public sector operations are now in the private sector so the definition is becoming artificial.
"Universities that were born in the industrial revolution were all about making things you can drop on your foot but now it's all about services you can't drop on your foot.
"We have got to present and relate ourselves to sectors growing in the economy. The new group is championing the changes but it will change the school as a whole."
According to Professor Saunders, the group's public-private outlook will be unique, at least in the UK. The school plans to make 15 staff appointments inthis academic year and 12 in the next.
Warwick University's business school has noticed increasing demand in specialist masters and tailored executive courses. It has earmarked £20 million for new buildings and has plans to take on more staff.
"We have recruited more than 13 people in the past 12 months and our recruitment isn't finished yet," a spokesperson said.
Cranfield University's business school has revamped its staff profile, with 34 leaving and 39 joining the school in 2004 alone.
Middlesex University advertised a number of new positions in last week's Times Higher and more appointments are planned.
And both Glasgow Caledonian Business School and Westminster University's Harrow Business School are looking to appoint additional staff in this week's Times Higher .
Glasgow Caledonian is looking for a lecturer in media and Westminster is advertising for a senior lecturer in financial accounting.