When it was a new, lively field of study, Business and Society quickly gained an important place in the curriculum by addressing issues largely ignored in business education. Today, that growth is slowing down, not because the issues are less important, but because many of them are being addressed by the functional fields of business. The future of the field will be importantly determined by its ability to become part of the evolving changes shaping the business curriculum. This article is based on the keynote address presented at the Annual Research Workshop on the Social Issues Division of the Academy of Management, San Francisco, California, August 12, 1990. CMR invited three other leading scholars in the field-Lee Preston of the University of Maryland, James Post of Boston University, and Karen Paul of the Rochester Institute of Technology-to offer their comments on Cheit's address. Their responses follow the article.