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In view of ongoing disruptive social transformation, the question for “future higher education” is not only what processes of teaching and learning will look like, but rather how quality management (QM) practice can be designed in a complex, uncertain and dynamic world. Based on both QM principles and organisational and management research, as well as experiences from a project at Hochschule für Angewandte Wissenschaften (HAW) Hamburg, this article presents key elements for a possible reorientation of QM practice whereby reflection and research orientation are understood as essential design elements.

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