Variance-based SEM, also known under the term partial least squares (PLS) analysis, is an approach that has gained increasing interest among marketing researchers in recent years. During the last 25 years, more than 30 articles have been published in leading marketing journals that have applied...

Hwang and Takane (2004) introduced generalized structured component analysis (GSCA) as an alternative structural equation modeling technique. In a recent JMR article, Hwang et al. (forthcoming) claim to have analyzed the performance of GSCA relative to covariance-based structural equation...