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The use of partial least squares path modeling in international marketing
Henseler, Jörg; Ringle, Christian M; Sinkovics, Rudolf R
In: Advances in International Marketing. Bingley: Emerald ; 2009. p. 277-319.
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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.
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Partial Least Squares, Structural equation modeling, LISREL, bootstrap, multi-group analysis
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- Related website http://dx.doi.org/10.1108/S1474-7979(2009)0000020014