Skip to main content

Jean-Claude Larreche

Emeritus Professor of Marketing


Jean-Claude Larreche is Emeritus Professor of Marketing and the Alfred H. Heineken Chaired Professor of Marketing, Emeritus at INSEAD. His book The Momentum Effect: How to Ignite Exceptional Growth, published by Pearson, was named the 4th Best Book of the Year by Amazon USA in its Business and Investing category. It has been translated into several languages.

Building on his research in The Momentum Effect, Professor Jean-Claude (JC) Larreche currently works on developing “leadership talents for powering growth” on a global scale. He has designed the learning simulation DiG (Discovery, Innovation, and Growth) which is currently available in six languages (English, French, Spanish, Russian, Chinese, and Korean) and is offered internationally by a network of local certified DiG instructors. The research objective of the simulation is to test if the leadership skills for growth are different in a variety of contexts (country, industry, the size of company…) and to explore if personal development approaches have to be adapted accordingly.

JC Larreche received an MSc in Computer Sciences from the University of London, an MBA from INSEAD, and a PhD in Business from Stanford University. He was as a student at Stanford when he was first nicknamed “JC” by his friends.

JC Larreche has always combined his academic career with business activities. He is a renowned consultant working with leading global corporations, most of which are listed in the Fortune Global 500. When he was 35 years old, he was appointed a non-executive director of the multinational firm ReckittBenckiser, and he served in that capacity for an exceptionally long tenure of 18 years. He served on the INSEAD Board of Directors for 18 years. He is the Founding Chairman of StratX, a strategic development consultancy with offices in Paris and Boston.

His academic work concentrates on fostering the fundamental capabilities that influence company’s ability to deliver growth, especially through marketing excellence, customer focus, and innovation. He is the author or co-author of numerous simulations including Markstrat, the leading strategic marketing simulation used by more than a million executives worldwide, DiG (Discovery, Innovation, Growth), and Industrat. His publications have appeared in leading international journals and he has authored numerous books, including Marketing Management: A Strategic Decision-Making Approach and Marketing Strategy: Planning and Implementation. From 1998 to 2002, he authored five annual reports on Measuring the Competitive Fitness of Global Firms.

He has won many awards for his research and his teaching, and was selected as one of the top twelve marketing masters in the world by Mazur and Miles in their book Conversations with Marketing Masters.

JC Larreche is the founder of several INSEAD Executive Education Programmes including Powering Growth, Advanced Industrial Marketing Strategy, Customer Focus: From Promise to Action, and Strategic Management of Services. He was named the Marketing Educator of the Year by Club 55, the European Community of Marketing Experts. He has won twice the Overall European Case of the Year award from ECCH (European Case Clearing House) for his case studies on Virgin Atlantic Airways and First Direct.

Latest posts

Sort by

Leadership & Organisations

Tackling the Third Sales Transformation

Jean-Claude Larreche

A new business reality has shifted the role of sales professionals within firms.