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Information Quality is not a project to implement. It is a mindset of customer service in providing information products-the "Currency" of the Information Age. It is a culture of stewardship in which the corporate organism acts as a team in which if one part wins, the entire enterprise wins- and vice versa. Simple measurement programs have on average an eighteen-month life expectancy. An information quality improvement environment is not measuring information quality nor is it data cleansing. It is instituting the cultural change that enables healthy and sustainable growth through exploiting quality information resources. The presenter of this webcast describes the issues and principles of introducing organizational changes to enable a sustainable information quality environment.

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