Founder & Chairman
We were founded on the simple theory: You learn by doing
Over 35 years ago, our founder and INSEAD professor, Jean-Claude Larréché invented a strategic marketing business simulation called Markstrat. His theory was simple: if you give students a way to apply under real market conditions the theory they learned during their lessons, they will not only devote more energy but will also learn from their mistakes and successes alike.
And it’s this motto that’s stayed with us in the 35+ years since we were founded. But as an organization we’ve changed throughout the years.
With the digital revolution, marketing evolved, and so did we. We expanded our simulation range to address the evolving teaching needs of professors and the core concepts within marketing: from the marketing mix and brand strategy, innovation with blue ocean strategy to more recently, digital media.
It’s no secret our business simulations are considered the best on the market and it’s down to our core values that we owe this success: collaboration and innovation.
We listen to and collaborate with our Markstrat Advisory Board, a group that comprises of esteemed professors and expert Markstart instructors, to ensure that our business simulations are meeting the ever-changing needs in education. And we constantly re-invest back into our simulations by making ongoing design and functionality improvements to ensure we are providing the best and the most innovative teaching solutions for professors.
Today, over one million participants in more than 500 universities, business schools and corporations are using StratX simulations and we serve the top professors from 70 countries from across the globe.
Join us on this journey and provide an amazing teaching experience for your students with our engaging, innovative and world-renowned business simulations.
Founder & Chairman