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The Momentum Effect: How to ignite exceptional growth, by J.C. Larreche
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"J.C. Larreche's book, The Momentum Effect, is a must read. It highlights why more marketing spend and further value extraction are not the key determinants for future growth. To create powerful momentum for exceptional growth, it is essential to offer innovative value to the marketplace. The Momentum Effect outlines just how to achieve this. The results are illuminating." -W. Chan Kim & Renée Mauborgne, Authors of Blue Ocean Strategy.
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The Momentum Effect: How to ignite exceptional growth
About the Author
J.C. Larreche is Professor at INSEAD where he holds the Alfred H. Heineken Chair. He is also a renowed consultant with leading global corporations and the author or co-author of many books and of the leading strategic marketing simulation MArkstrat. His teaching, research, and consultancy all focus on the secrets of sustaining exceptional, profitable growth. He has won many awards, including Marketing Educator of the Year and Business Week's European Case of the Year award.