Larréché, Jean-Claude

Jean-Claude "JC" Larreche (born 3 July 1947) is Emeritus Professor at INSEAD, Fontainebleau, France, where he held the Alfred H. Heineken Chair of Marketing from 1993 to 2018. His academic and business activities are focused on building the fundamental capabilities required to create corporate value, especially through marketing excellence, customer focus, and value-capture selling. He is Founder and President of StratX ExL and of StratX Simulations. StratX ExL organizes and delivers experiential learning seminars on leadership, marketing, and innovation for leading global corporations. StratX Simulations is the provider of world-renowned computerized business learning software, including REVMANEX, Markstrat, Circular Markstrat, Digital Markstrat, Blue Ocean Strategy Simulation, BrandPRO, Digital MediaPRO, and MixPRO. In addition to his distinguished academic and business career, Larreche is known for his books Value Capture Selling: How to Win the 3rd Sales Transformation (to be published by Wiley in September 2023) and The Momentum Effect: How to Ignite Exceptional Growth, numerous articles and papers, and his pioneering work in business simulations, starting with Markstrat, the leading strategic-marketing simulation, used by more than a million executives worldwide.