Web Profile

Jean-Claude Larreche

Professor of Marketing

The Alfred H. Heineken Chaired Professor of Marketing

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33 (0)1 60 72 44 05
33 (0)1 60 72 92 40

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

Building on his research on The Momentum Effect, Professor JC Larreche currently works on developing “Leadership Talents for Powering Growth” on a global scale. He has in particular designed the learning simulation DiG (Discovery, Innovation and Growth) currently available in 6 languages (English, French, Spanish, Russian, Chinese and Korean) that will be offered internationally by a network of local certified DiG instructors. The research objective is to test if the leadership skills for growth are different in a variety of contexts (country, industry, size of company…) and if personal development approaches have to be adapted accordingly.

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

Professor JC Larreche has always combined his academic career with business activities. He is a renowned consultant with leading global corporations, most of them listed in the global Fortune 500. Aged just 35 he was appointed a non-executive director of the multinational firm ReckittBenckiser, and he kept that position for the exceptionally long tenure of 18 years. He has also been on the INSEAD Board 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 a company’s ability to deliver growth, especially through marketing excellence, customer focus and innovation. He is the author or co-author of many 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 numerous international journals and he has authored many books, including: Marketing Management - A Strategic Decision-Making Approach - and Marketing Strategy - Planning and Implementation. From 1998 to 2002, he has been the author of 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 12 marketing masters in the world by Mazur and Miles in their book Conversations with Marketing Masters.

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

Research Areas

Strategies for Efficient Growth; Customer Centricity; Marketing Leadership; Strategic Competitiveness.


Momentum Leadership for Efficient Growth; Strategic Marketing; Customer Focus; Customer-Based Innovation; Founder and Director of Customer Focus: From Promise to Action (CF); Founder of Strategic Management of Services (SMS); Founder of Advanced Industrial Marketing Strategy (AIMS).


Banking and Insurance; Energy, Oil and Gas; Electronic & Electrical Equipment; Household Goods & Textiles; Information Technology; Leisure, Entertainment & Hotels; Pharmaceuticals and Health; Telecommunication Services

Related Executive Education programme

Professor Jean-Claude Larreche is directing the following programme: Powering Growth

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