Purpose: The purpose of this paper is to investigate the effect of institutional pressures on the decision to implement (or not) quality assurance in the private higher education sector, specifically private business schools which do not receive any type of public funding. Design/methodology/approach: The methodology for this study is qualitative. The data collection method consisted of a semi-structured interview conducted with the Deans of nine business schools that were purposively selected. Content analysis using Nvivo11 is used to extract themes and draw conclusions. Findings: The findings show that the implementation of quality assurance is driven by mimetic and normative pressures while coercive pressure seems to have a minor effect. "Decoupling", the ceremonial practice of quality assurance, was also detected. Research limitations/implications: The research was conducted in the Lebanese context which holds unique political and sectarian issues. Practical implications: The results of the study may be a source of information for policymakers and other stakeholders to understand the factors behind the delay or the complete non-responsiveness to the implementation of quality assurance. Originality/value: The study provides a theoretical and empirical contribution to the existing literature on responsiveness to quality assurance implementation in a higher education institutional context. It offers practical recommendations on increasing responsiveness in other words reducing non-responsiveness on the part of business schools.