The paper aims to clarify the relationship between quality culture and outcome, as the impact of Indonesia higher education new accreditation criteria. It proposes modelling the social transformation process and outlining the impact of the new accreditation implementation. The study aims to in depth exploring the new quality culture in a university in East Java. The paper opted for an exploratory study using the open-ended approach, including depth interviews and discussion with employees representing middle and senior management in a university in East Java. The paper provides empirical insights about how change is brought about during new accreditation standard. It suggests that successful transformation need a serious change management program related quality culture. Higher education managers have a unique role because of their role as lecturers with additional assignments. The condition that the thing as not usual imply in resistance. Change requires the role of a visionary leader at all levels, from universities, faculties, departments and study programs.