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Jean-Claude Larreche is Alfred H. Heineken Professor of Marketing at INSEAD. He is also the founder and Chairman of StratX SA, a strategic marketing consultancy whose clients include Boeing, GE, Nestle, L'Oreal, Novartis, Pfizer, Johnson & Johnson, ABN Amro and Rolls Royce.
His previous publications include The Competitive Fitness of Global Firms, a series of five annual reports published by FTPH and the textbooks Marketing Strategy: A decision-focused approach and Marketing Management: A strategic decision-making approach, both published by McGraw-Hill. He also wrote MARKSTRAT, a strategic marketing computer simulation used extensively both in business schools and in the corporate world.