In this paper we present a conceptual framework as well as an instrument for reflection and research on quality culture. The building blocks are three pairs of opposite values. Each pair consists of a value associated with the TQM paradigm on the one hand and a value associated with the traditional academic world on the other hand. The advantage of this approach is that reflection and research on quality culture is not a priori and exclusively connected to the TQM paradigm. On the contrary the approach embraces a dialectical vision on quality culture. Beneath the possibilities for reflection and dialogue we discuss also possibilities for further research that should focus on the examination of the relationship between dimensions of quality culture and organizational and educational performance indicators.