Noncommutative Jordan C*-algebras

We introduce noncommutative JB*-algebras which generalize both B*-algebras and JB*-algebras and set up the bases for a representation theory of noncommutative JB*-algebras. To this end we define noncommutative JB*-factors and study the factor representations of a noncommutative JB*-algebra. The particular case of alternative B*-factors is discussed in detail and a Gelfand-Naimark theorem for alternative B*-algebras is given.