ABSTRACT:

Management Advisory Services (M AS) practice in public accounting firms is increasing at a tremendous rate. As a result, accounting educational programs should expand their MAS training. This article discusses information on the trends and direction of MAS practice gathered as part of a study commissioned by the AICPA. This article reviews MAS growth by percent of firm revenues and the number of new hires. The study identifies the sources of these new hires and presents data on the areas of MAS practice. In addition, desired business skills and personality traits for MAS practitioners are reviewed as well as the relative importance of different sources of knowledge for MAS practice. Finally, changes in curriculum recommended to accounting educators by firm representatives are discussed.