Jean-Claude Larreche: Difference between revisions
While working as a research assistant at INSEAD after his MBA, in 1970 Larreche was asked to assist [[L’Oréal]] assess an MIT-developed computerized marketing model that they were considering purchasing. He was fascinated by it and “decided to investigate the best places in the world to study marketing modeling.”Laura Mazur and Louella Miles (2007). “Jean-Claude Larreche: Marketing Strategy Master.” Conversations With Marketing Masters. Wiley. Page 49. Larreche is quoted as saying that he chose Stanford for his PhD so that he could study under David B. Montgomery, one of the founders of marketing modeling.Laura Mazur and Louella Miles (2007). “Jean-Claude Larreche: Marketing Strategy Master.” Conversations With Marketing Masters. Wiley. Page 49.
While working as a research assistant at INSEAD after his MBA, in 1970 Larreche was asked to assist [[L’Oréal]] assess an MIT-developed computerized marketing model that they were considering purchasing. He was fascinated by it and “decided to investigate the best places in the world to study marketing modeling.”Laura Mazur and Louella Miles (2007). “Jean-Claude Larreche: Marketing Strategy Master.” Conversations With Marketing Masters. Wiley. Page 49. Larreche is quoted as saying that he chose Stanford for his PhD so that he could study under David B. Montgomery, one of the founders of marketing modeling.Laura Mazur and Louella Miles (2007). “Jean-Claude Larreche: Marketing Strategy Master.” Conversations With Marketing Masters. Wiley. Page 49.
Leveraging his dual background in marketing and computer science, and working with his research assistant, [[Hubert Gatignon]], from 1974 to 1977 Larreche further developed his work on marketing modeling to create a teaching simulation called Markstrat (short for “marketing strategy”).Laura Mazur and Louella Miles (2007). “Jean-Claude Larreche: Marketing Strategy Master.” Conversations With Marketing Masters. Wiley. Page 50. Markstrat is a game where teams of students compete against one another in an artificial world under realistic market conditions.Oliver Meixner & Rainer Haas, “Markstrat Simulation: Distance Learning for Marketing Students”, Paper presented at the 6th Annual EDEN Conference – Budapest, June 1997, http://www.boku.ac.at/mi/markstrat/artikel.html The game provides marketing students and professionals alike with a risk-free platform to test decisions around a variety of concepts, including brand positioning, market segmentation, and product portfolios—enabling them to become more effective at creating value in competitive markets. It is claimed that Markstrat is now used in 8 out of the top 10 business schools in the world and 25 of the top 30 schools in the US.{{cite web|url=https://www.supmanagement.ma/EN/?p=centreexcellence|title=SUP’MANAGEMENT Center for Excellence}}
Leveraging his dual background in marketing and computer science, and working with his research assistant, [[Hubert Gatignon]], from 1974 to 1977 Larreche further developed his work on marketing modeling to create a teaching simulation called Markstrat (short for “marketing strategy”).Laura Mazur and Louella Miles (2007). “Jean-Claude Larreche: Marketing Strategy Master.” Conversations With Marketing Masters. Wiley. Page 50. Markstrat is a game where teams of students compete against one another in an artificial world under realistic market conditions.Oliver Meixner & Rainer Haas, “Markstrat Simulation: Distance Learning for Marketing Students”, Paper presented at the 6th Annual EDEN Conference – Budapest, June 1997, http://www.boku.ac.at/mi/markstrat/artikel.html The game provides marketing students and professionals alike with a risk-free platform to test decisions around a variety of concepts, including brand positioning, market segmentation, and product portfolios—enabling them to become more effective at creating value in competitive markets. It is claimed that Markstrat is now used in 8 out of the top 10 business schools in the world and 25 of the top 30 schools in the US.{{cite web|url=https://www.supmanagement.ma/EN/?p=centreexcellence|title=SUP’MANAGEMENT Center for Excellence}}
Among other simulations, Larreche also developed DiG – Discovery Innovation Growth—a versatile learning tool to develop competencies in innovation, customer centricity, value-based marketing, business acumen, leadership, and team performance.{{cite web|url=https://www.insead.edu/faculty-research/simulations/dig|title=INSEAD: The DiG simulation}}
Among other simulations, Larreche also developed DiG – Discovery Innovation Growth—a versatile learning tool to develop competencies in innovation, customer centricity, value-based marketing, business acumen, leadership, and team performance.{{cite…
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