Professor of Marketing: Achieving Excellence in Customer Centricity
Program Titles
- Business Transformation
- Management Developemnt Programs
- Customer Focus: From Promise to Action
- Strategic Management of Services
Professor Jean-Claude Larréché is the holder of the Alfred H. Heineken Chair at INSEAD, Europe’s leading business school. He 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, 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. This customer centricity project is part of a broader interest in business capabilities that influence the market effectiveness of corporations. Professor Larreche has authored five annual reports on Measuring the Competitive Fitness of Global Firms presenting the assessment of leading global firms on capabilities such as customer orientation, innovation, marketing operations, e-business, or human resources.
Jean-Claude Larreche specializing in strategic marketing. He is the founder of several INSEAD Executive Programmes, including “Customer Focus: From Promise to Action”, “Strategic Management of Services”, and “Advanced Industrial Marketing”. He is a consultant to several multinational corporations and has taught in many executive development courses. He was named “Marketing Educator of the Year”, 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’s publications have appeared in numerous international journals. He is the author and co-author of several books. Professor Larréché received a PhD in Business from Stanford University and an MBA from INSEAD.
Books by Professor Jean-Claude Larreche
- The “Customer Focus: From Promise to Action
- Marketing Management: A Strategic Decision-Making Approach
- Marketing Strategy: Planning and Implementation
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