The Use of Partial Least Squares Path Modeling in International Marketing

Advances in International Marketing (AIM), Vol. 20, pp. 277-320, 2009

43 Pages Posted: 17 Nov 2012 Last revised: 19 Nov 2012

See all articles by Jörg Henseler

Jörg Henseler

Institute for Management Research, Radboud University Nijmegen; Instituto Superior de Estatística e Gestão de Informação, Universidade Nova de Lisboa

Christian M. Ringle

Hamburg University of Technology (TUHH); Waikato Management School

Rudolf R Sinkovics

University of Auckland Business School

Date Written: 2009

Abstract

Purpose: This paper discusses partial least squares path modeling (PLS), a powerful structural equation modeling technique for research on international marketing. While a significant body of research provides guidance for the use of covariance-based structural equation modeling (CBSEM) in international marketing, there are no subject-specific guidelines for the use of PLS so far.

Methodology/approach: A literature review of the use of PLS in international marketing reveals the increasing application of this methodology.

Findings: This paper reveals the strengths and weaknesses of PLS in the context of research on international marketing, and provides guidance for multi-group analysis.

Originality/value of paper: The paper assists researchers in making well-grounded decisions regarding the application of PLS in certain research situations and provides specific implications for an appropriate application of the methodology.

Keywords: Partial Least Squares, Structural equation modeling, LISREL, bootstrap, multi-group analysis

JEL Classification: B40, C42

Suggested Citation

Henseler, Jörg and Ringle, Christian M. and Sinkovics, Rudolf R, The Use of Partial Least Squares Path Modeling in International Marketing (2009). Advances in International Marketing (AIM), Vol. 20, pp. 277-320, 2009, Available at SSRN: https://ssrn.com/abstract=2176454

Jörg Henseler

Institute for Management Research, Radboud University Nijmegen ( email )

Thomas van Aquinostraat 3
P.O. Box 9108
Nijmegen, 6500HK
Netherlands
+31 24 3611854 (Phone)
+31 24 3611933 (Fax)

HOME PAGE: http://www.ru.nl/fm/henseler

Instituto Superior de Estatística e Gestão de Informação, Universidade Nova de Lisboa ( email )

Campus de Campolide
Lisbon, 1070-312
Portugal

HOME PAGE: http://www.henseler.com

Christian M. Ringle (Contact Author)

Hamburg University of Technology (TUHH) ( email )

Schwarzenbergstr. 95 (D)
Hamburg, D-21071
Germany

HOME PAGE: http://www.tuhh.de/hrmo

Waikato Management School ( email )

Te Raupapa
Private Bag 3105
Hamilton, 3240
New Zealand

Rudolf R Sinkovics

University of Auckland Business School ( email )

12 Grafton Rd
Private Bag 92019
Auckland, 1010
New Zealand
+64 9 923 6359 (Phone)

HOME PAGE: http://unidirectory.auckland.ac.nz/profile/rudolf-sinkovics

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