Jean-Claude Larréché first explored the concept
of a computer-based marketing training simulation during his PhD at Stanford,
and refined it during his early days as an INSEAD professor. His theory was
simple. Give MBA students a way to apply their lessons under real market
conditions, and they’ll not only devote more energy, but will learn from
mistakes and successes alike.
In short, it would be the first time anyone ever attempted to bring the
marketer’s real world into the classroom. Jean-Claude called it action-based
learning.
In collaboration with
Professor Hubert Gatignon, the initial version of
Markstrat was developed from 1974 to 1977. The software was initially
distributed on an ad-hoc basis by INSEAD, but its popularity soon spread, and
became extensively used in the university’s MBA, Executive and company-specific
programs. Soon after, it was licensed for external use by a number of business
schools and corporations, including Nestlé, DEC and General Electric.
By 1983, the foundations of StratX were laid, and the first PC version of
Markstrat was developed. The idea was to build a firm specializing in executive
development, with two main activities: software development and distribution,
and in-company seminars. In mid-1984, Jean-Claude opened the first StratX
office in Paris. The rest is history.
With the release of Markstrat, StratX has taken the simulation to an
entirely new level, making administration and distribution even easier, while
offering instructors greater control.
Learn
about the benefits of Markstrat. Then take a closer look via our
interactive tour.