The Momentum Effect: The secrets of efficient growth (Financial Times Series)

Momentum does offer a big unifying theory... Read and enjoy this book. - Financial Times, May 2008

Larreche's research throws new light on age-old debates about marketing budgets and marketing effectiveness - Marketing Week May 2008

J.C. Larreche is Professor at INSEAD, France, where he holds the Alfred H. Heineken Chair. It was as a student at Stanford that he was first nicknamed J.C. by his friends. It was also there, in the midst of Silicon Valley, that he developed an interest in the way some firms achieve exceptional growth while others don't. Since then, his research, teaching, and consulting activities have focused on the discovery of systematic and practical ways to help businesses achieve quality growth that is not only exceptional but also sustainable.

J.C. has always combined his academic life with a business career, and is particularly attuned to the practical day-to-day realities which executives have to deal with. He is a renowned consultant with leading global corporations, most of them listed in the global Fortune 500. Aged just 35 he was appointed a non-executive director of the multinational firm that became ReckittBenckiser, and he kept that position for the exceptionally long tenure of 18 years. He is the author and co-author of many books and articles, as well as Markstrat, the leading strategic marketing simulation used by more than a million executives worldwide.