DR. KADE is faced with the task of further developing its corporate guiding framework and re-establishing it across the organisation. Changing conditions and diverse working realities within the company show that strategic messages are not reaching all employees equally. What is needed is a framework that provides clear direction, fosters identification and proves effective in day-to-day operations – spanning production, field service and administration.

mc-quadrat designs the corporate guiding framework process as an integrated culture and purpose initiative – not merely as a communication exercise, but as a strategic lever for leadership, decision-making and collaboration.

It is grounded in a robust cultural assessment: in-depth interviews with employees, discussions with senior management and a Cultural Values Assessment together provide a solid qualitative and quantitative data foundation.

This results in a clearly structured, multi-phase process. Senior management takes visible ownership, while 45 managers are closely involved in the development through an intensive multi-day off-site. Employees contribute on an ongoing basis via feedback and dialogue formats, making cultural development a tangible, shared process.

In terms of content, the corporate guiding framework is developed around purpose, vision, mission, guiding principles and values. There fined purpose – “Health without shame or stigma. Sustainable. Out of conviction. Out of tradition. From Berlin.” – serves as a binding reference point for decision-making, leadership and collaboration in daily practice.

The guiding idea “Setting Sail” serves as the overarching narrative throughout the development process. The metaphor stands for departure, orientation and collective action, creating strong emotional resonance across all formats. A particularly visible expression is the open “Guiding Framework Studio,” held at company locations and on the intranet – an accessible space for exchange, participation and dialogue.

Activation of the corporate guiding framework follows a clearly orchestrated channel and format architecture. A central information hub consolidates all content, complemented by both physical and digital touchpoints that reflect the company’s diverse working realities. Managers are enabled to translate the framework into the context of their teams’ everyday work.

The impact is already evident: an initial employee survey shows strong acceptance of the process. 61% rate the opportunities for participation as (very) satisfactory. The corporate guiding framework provides clear orientation and sustainably strengthens identification, collaboration and strategic effectiveness.

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