Jean-Claude "JC" Larreche (born 3 July 1947) is Emeritus Professor at INSEAD, Fontainebleau, France, where he held the Alfred H. Heineken Chair of Marketing from 1993 to 2018.

[10] In addition to his distinguished academic and business career, Larreche is known for his books Value Capture Selling: How to Win the 3rd Sales Transformation (to be published by Wiley in September 2023) and The Momentum Effect: How to Ignite Exceptional Growth, numerous articles and papers, and his pioneering work in business simulations, starting with Markstrat, the leading strategic-marketing simulation, used by more than a million executives worldwide.

Throughout his business career, he has consulted for many of the world’s top firms, including Alcan, Boeing, British Broadcasting Corporation, British Telecom, Christian Salvesen, Citibank, Digital Equipment, General Electric, Heineken, Hewlett Packard, IBM, ICI, ICL, IMS, MDM Bank, Merck, Nestlé, Nordea, Novartis, Novo Nordisk, Oracle, Partner Re, Pfizer, Polaroid, Randstad, Rank Xerox, Remploy, UBS, Volvo, Zambon, Zeneca, and others.

During the 1990s, Larreche’s work began to concentrate on the underlying capabilities that impact on a business’s ability to compete in the marketplace and to create corporate value.

[22] The surveys attempted to define and evaluate the attributes, characteristics, and behaviors of large global firms and assess their impact on corporate performance.

More recently, Larreche has focused his attention on the development of the concept of the 3rd sales transformation and its critical importance to the creation of corporate value in the current global business environment of reduced growth and stronger competition.

Larreche has been widely recognized for his academic and business achievements, including being elected as a faculty member representative to the INSEAD Board for 18 cumulative years.