BIO JEAN-CLAUDE LARRECHE

Name : Jean-Claude Larréché
Title   :  Founder & Chairman of StratX

The holder of the Alfred H. Heineken Chair at INSEAD and a specialist in strategic marketing, Professor Larréché founded StratX in 1984 to offer business professionals the same kind of action-based learning he created for the benefit of his business students. He is also the creator of the MarkStrat simulation, currently used by 25 of America's top 30 business schools.

Jean-Claude is a specialist in strategic marketing and currently directs a number of activities aimed at Achieving Excellence in Customer Centricity. These activities include corporate assessments, measurement tools, learning programs, and a forthcoming book. The "Customer Focus: From Promise to Action" executive program, which he has created at INSEAD, combines face-to-face sessions, a specially designed simulation, and the possibility to cascade the learning experience down the organization with a special on-line course. From 1998 to 2002, Professor Larréché has been the author of five annual reports on Measuring the Competitive Fitness of Global Firms (Financial Times Prentice Hall) presenting the assessment of leading global firms on such capabilities as customer orientation, innovation, marketing operations, e-business, or human resources.

Consultant to several multinational corporations, Jean-Claude has taught in many executive development courses. 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.

Professor Larréché 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.