The enterprise-wide management of master data is a prerequisite for companies to meet strategic business requirements such as compliance to regulatory requirements, integrated customer management, and global business process integration. Among others, this demands systematic design of the enterprise master data architecture. The current state-of-the-art, however, does not provide sufficient guidance for practitioners as it does not specify concrete design decisions they have to make and to the design options of which they can choose with regard to the master data architecture. This paper aims at contributing to this gap. It reports on the findings of three case studies and uses morphological analysis to structure design decisions and options for the management of an enterprise master data architecture.