Many studies have confirmed the challenges relating to data quality in enterprises. This practice oriented research confirms the premise that data quality is of paramount importance to the efficiency and effectiveness of all organizations and that data quality management needs to be embedded within the organizational routines, practices and processes. In this paper we present a study on how to incorporate data quality management principles into organisations. The overriding measure for ‘real’ success is the sustainability of quality data, thus improving the quality of data over time, to engender long term success. The proposed principles and concepts were applied within a case study. The conclusions drawn from this study contends that this research has unearthed new knowledge as to the means by which data quality improvements may be sustained within diverse enterprise planning and information systems.