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Abstract. In the context of a broadened product lifecycle management environment, a traditional product information management, also referred to as product master data management (P-MDM) needs to be complemented by other MDM domains. Such MDM domains may include Customers, Financials, Suppliers, Human Resources, Events and other domains. To satisfy such a transversal set of requirements requires a true cross-enterprise semantic integration capability. This capability cannot be met by current off-the-shelf technologies. This paper proposes a research approach that would elicit the definition of a reference architecture and a multi-domain ontology, from research and development work performed notably in ontology engineering, in both academic and industry domains.Keywords. Product lifecycle management, product master data management, ontology-based data integration, data architecture, qualitative research