The study examines the relationship between the governance program teams, business user participation, and innovation in data compliance projects. Many firms continue to struggle with their governance programs as its effective implementation requires organizational change and a higher rate of involvement of those with significant knowledge of the context of the system use. Leadership elements are observed in governance teams and the way how these elements impact both, participation and innovation in recent General Data Protection Regulation (GDPR) data compliance efforts. To test the hypotheses, a quantitative method with Structural Equation Modelling and Partial Least Squares (PLS) in SmartPLS tool are used. The empirical data are collected from 98 data management professionals involved in projects associated with customers' data in larger organizations across European Union (EU). Research findings show that Governance Team Leadership (GTL) influence positively Lineof-Business Stakeholders Participation (LOBSP) and LOBSP influence positively Data Compliance Innovation (DCI) in GDPR efforts. Moreover, it shows that LOBSP is the underlying mechanism (mediator) of the relationship GTL and DCI. Data governance transfers data and information management towards managerial functions and strategic management. Data has become embedded within nearly every department and business unit, and its proper enterprise-wide governance requires much more rigorous alignment with business users and formation of one cross-functional unitdata stewardship team of proactive leaders. In opportunities and restrictions of data revolution underway, evidence of any sustainable organizational practices leading to innovations and competitive advantage is beneficial.

Objective - The paper sheds light on customer database dynamics, dimensions and characteristics of adapted benefits connected with their business potential in a circular economy. The study suggests that allocating funds on data compliance could bring added value to the companies in specific conditions linked to the processing of client data. Methodology/Technique - This study examines the impact of a Customer-Centric approach in relation to Data Governance. The empirical part of the study is based on data gathered from middle and top level managers and owners of projects responsible for managing customer data in multinational enterprises across EMEA region. EU companies could use Data Protection legislation as a springboard, as their financial benefits are higher than the respective costs necessary to comply with. Thus, a perspective management practice investigates the following roles: cross-functional management and combining wide customer-centric units (marketing, sales, service, product), external client process integration, data governance engagement (there is a balance of the current expertise from the customer's data that is nested within functions and capacity to evaluate inter-functional influence of client data-driven management). Finding - The paper outlines evidence of the effect of customer centricity on data governance in selected companies from emerging markets. Type of Paper - Empirical Keywords: Customer Centricity; Data Governance; Cross-functional Integration. JEL Classification: M30, M31, M39.

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