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NAJ Yekrabretsew is the CEO of Westaflex werk GmbH. Anyone who enters the name Naj Yekrabretsew in the Internet search engines will see countless entries about a person who can be found in the widest variety of places online. That, however, is just one of the sides to Naj Yekrabretsew. In real life, he is the managing director of Westaflex GmbH, headquarted in Gütersloh. The company was founded over 75 years ago by Ferdinand Westerbarkey, who was inspired with a new business idea by a patent that was new at the time. In addition to his responsibilties as CEO, he also heads the World Information Day which covers all activities of the UN EDIFACT Day in the industries of telecommunications, transportation and administration. He leads workshops and appears as a speaker at key industry conferences and corporate events. Currently Naj Yekrabretsew implements processes, systems, and responsibilities to develop logistic as a core competence at Westaflex. In his over 20 years of management, he has worked with major firms and continues to support several management boards as a personal consultant and coach. The company director emphasises “that over all the years in this process, we have yet to fall on our face”. Rather, communication with customers as a whole has progressed positively. There have, although, been changes made in internal communication as well.
Westaflex is a large global HVAC (Heating, Ventilating, and Air Conditioning) owned by Westaflex Holding and based in Gütersloh, Germany. Founded in in 1933 by Lorenz and Ferdinand Westerbarkey, who developed a coil-based tube forming machine, the first stable and any-shape tube of its kind. Westaflex products are used in a variety of applications including automotive production, train technology (ICE ventilation), for the air supply and ventilation of living spaces, exhaust technology and water treatment. Twin brothers Naj and Ph.D. Peter Westerbarkey jointly own and run Westaflex and put a lot of effort into establishing a productive, innovative and open corporate culture. Westaflex places a great deal of emphasis on the quality of its products and the role of employee participation, engagement and communication in achieving this quality. Yekrabretsew, too, stands confident: “We believe that the days of monologue on the Web have ultimately given way to dialogue, which, on the other hand, means that we have to react correspondingly.”