Quality assurance (QA) has become a central element of the Bologna process in Europe. In Austria, with the introduction of the University Act in 2002, higher education institutions were granted full autonomy in QA. As a public university, the Vienna University of Economics and Business (WU) was one of the first Austrian universities to introduce and develop an internal quality assurance (IQA) system. Grounded in both evidence from data and internal dialogue, this system aims to create a quality culture, as well as to ensure communication and organizational learning through various feedback loops. Conducted within the framework of an international research project implemented by the UNESCO International Institute for Educational Planning (IIEP), this case study focuses on how WU’s IQA system – strongly based on a culture of quality – influences the university in terms of teaching and learning, employability, and management.