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Dräger AG & Co. KGaA:
Dräger is a leading international company in medical and safety technology. The family business, founded in Lübeck in 1889, is now in its fifth generation and has developed into a global, listed company. The basis of its long-term success is a value-oriented corporate culture with four continuously cultivated corporate strengths: strong customer focus, competent employees, continuous innovation and excellent quality.
Annual Report Dräger AG & Co. KGaA
The 2016 annual report follows the motto »Dräger on site worldwide« and describes the transformation of the company, which has shifted its focus away from a management structure based on business areas and towards managing the business areas by region. The story is about the direct dialogue and exchange between those responsible on site and their board members.
The strong customer-related focus and the consideration and use of regional needs and skills are shown in three impressive stories, which also clearly show the company's value chain. The chapters are set in the USA, Australia and Germany and tell of the close integration of local specialists with the management team of the Lübeck company. For example, sales engineer Dörte Gellrich describes in a dialogue with regional board member Dr. Reiner Piske how Dräger, together with customers of the Marburg University Hospital, developed the optimal solution for the workplace design of a new intensive care unit.
Visual language
The imagery, brilliantly realized by Heiko Schaffrath, places the dialogue and, at the same time, the portrait of the people involved at the center of the annual report's photography. The black-and-white portraits impressively speak of the approachability and empathy of the people involved and show the exchange of ideas precisely and authentically. The attention of the conversation partners to one another is a visual representation of the reorientation of the structures and underlines the close connection between the company management and the regions: in a dialogue between two people. The challenge of the portrait photography was to create images that touch the viewer and work both as an individual representation and as a couple in a dialogue situation.
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