Jean-Claude Larreche

Professor Jean-Claude Larreche is the holder of the Alfred H.Heineken Chair at INSEAD, Europe's leading business school in Fontainebleau France. He is a specialist in strategic marketing. His most recent contribution is the creation of the Corporate Competitive Fitness project aimed at assessing the business capabilities driving the market effectiveness of corporations. An annual survey of global firms is organized as part of this project and the results are published annually in the report on...See more

Professor Jean-Claude Larreche is the holder of the Alfred H.Heineken Chair at INSEAD, Europe's leading business school in Fontainebleau France. He is a specialist in strategic marketing. His most recent contribution is the creation of the Corporate Competitive Fitness project aimed at assessing the business capabilities driving the market effectiveness of corporations. An annual survey of global firms is organized as part of this project and the results are published annually in the report on the Competitive Fitness of Global Firms (Financial Times Prentice Hall).Jean-Claude Larreche is a Member of the board of Reckitt Benckiser plc, Faculty Representative on the INSEAD Board, and Chairman of StratX SA, a company specializing in strategic marketing training. He is the founder and Director of the INSEAD Executive Programme " Strategic Management of Services". He is a consultant to several multinational corporations and has taught in many executive development courses. In 1995, he was named "Marketing Educator of the year" by Club 55, the European Community of Marketing Experts. In 1996, his case study on Virgin Atlantic Airways received the "Overall European case of the year" Award from ECCH (European Case Clearing House), an award he received again in 2000 for his case study First Direct: Branchless Banking. He is a Fellow of the Institute of Directors and of several professional associations.Professor Larreche's publications have appeared in numerous international journals. He is the author and co-author of several books, including: "Marketing Management: A strategic Approach with a Global Orientation" and "Marketing Strategy: Planning and Implementation", (both with Harper Boyd and Orville Walker), Markstrat3 (with Hubert Gatignon), and Industrat (with David Weinstein). His two video programmes on Winning Together with Services were produced by video Management in 1995 and 1997.Professor Larreche received a PhD in Business from Stanford University and an MBA from INSEAD. Before his business studies, he qualified as an electronics engineer from INSA (Lyon) and obtained an MSc in Computer Sciences from the University of London. See less